Let’s talk: the all-purpose CV

September 15, 2021 § Leave a comment

There are many reasons you may need a CV right now and many reasons that the one you usually send out is not quite right.

Chances are, you may be applying for a job role that hasn’t ever featured on your CV before. You won’t be the first to decide to (or have been forced to) change track as far as your career is concerned. There are pilots stacking shelves in supermarkets so you won’t be alone in having to set sights a little lower than usual.

There are single job vacancies attracting hundreds of applications and what we’ve got to do is get your CV at the top of the shortlist. What makes it stand up to the competition and, most importantly, stand out from the competition?

Are there any typos? (Please don’t rely on a spellcheck. The spellcheck says yes to ‘They’re over there eating their picnic’ but also yes to ‘Their over they’re eating there picnic.’)

Free CV writing sites can churn out exactly the same reports on each CV it receives (I know that because I uploaded mine and my son’s and received the same comments for both) so you can’t rely on those.

Whoops – bad punctuation can change the whole meaning of a sentence

Grammar…I can put that right for you.

But something you probably haven’t considered is reordering the information in your CV so that it becomes an all-purpose document about YOU that can be used for most job vacancies and APPLY to most job vacancies. The specifics can be left to your cover letter.

Oh, the joy of having a CV that you can send over to a batch of vacancies instead of reordering it for each one or, worse, bypassing some jobs you KNOW you could do because your CV doesn’t punch out your strengths for the role and you don’t have time to edit it.

Call me, Julie, on 07946 450708 and let’s talk .

Let’s talk: online shopping

July 26, 2021 § Leave a comment

Online shopping is convenient. That’s the positive dealt with.

I get that it can be a lifeline for elderly people (particularly those who struggle to walk loads, drive or carry heavy bags) – ironically, though, the elderly are the age group least likely to use the internet.

So, what’s my issue with online shopping? There are a few…

  • Pictures can be deceiving. Wonderful photographs show the product in its best light but when you receive the item you realise it’s nowhere near as wonderful as the image made it look. (Think estate agent photos.)
  • Size matters – a lot. Most people in their online shopping career have received something that was bigger – or smaller – than they imagined it would be. That’s not the fault of the retailer. They’re good at making sure the dimensions or weight are all there in the product description. The customer can be bad at checking those details however.
  • It feels or smells wrong. However good the product description, words can’t tell you what other senses can and only when you shop online do you realise the touchy-feely side of shopping makes a big contribution to your decision to buy or not buy.
  • Extra cost. You pay for delivery (rightly so, of course) so convenience comes at a price.
  • Deliveries not coming on time. Only the other day my daughter didn’t receive an order of shoes and a bag she’d ordered to complete an outfit for a wedding she was attending. (I would never buy shoes online but they’re only one of a long list so I won’t go into that.)

Every one of the above criticisms can’t be thrown at traditional shopping where you see it, touch it, smell it, decide not to buy if it’s too big/small and walk away with it in your hand just seconds after paying for it. Bliss.

To hold or not to hold on?

March 4, 2021 § Leave a comment

We live in times when it’s rare to phone a company and speak to a person – and if you finally get through to someone it’s because you’ve been prepared to hold for ages and ages.

So when we make a call and it seems hopeful that if we hold on we might, eventually, speak to a human we’re then faced with the dilemma: are there enough hours in our life to do that?

I called my bank yesterday about a new debit card they’d sent out. Got through straight away – to a message which told me that their teams were very busy helping customers with the most urgent queries or in ‘vulnerable situations’ and telling me I should only continue to hold if my query was urgent. I thought it was urgent but I wasn’t in a vulnerable situation so went for the option of leaving my number so they could call me back. To be fair, they did and within an hour at that so, all in all, not a bad experience.

A bit later I had to call my doctor’s surgery whose operators were also very busy. The answer message told me, over and over (in the most boring of voices), that the surgery was operating a full triage service and it might be quicker for me if I completed an online form. I didn’t want to see a doctor, didn’t need their triage service, so had to hang on until a ratty receptionist answered and gave me a minute of her precious time. Ok, they may have to put up with timewasters but I don’t think I was one of them.

Thames Water was also busy this morning (busier than normal, according to the message) and I had to press button one, then button two, then button one again, with a message all the while telling me that I would probably find the answer to my query on their website (which I had visited before having to call because I couldn’t find the answer.) Finally I was put on hold to actually speak to someone but soon hung up because the wait was being made worse by devil hold music!

In the past when people have moaned to me about their telephone experiences, one of the top criticisms has been the message which tells you where you are in the queue. I don’t mind that because I enjoy the progress of moving from number 10 to number eight and so on. (Agreed, getting from number two to number one always seems to be the longest wait.)

I’m very definite on where I am in the hold music debate: I can’t stand it and appreciate the holding systems which allow you to choose whether you want the music or not: silence for me every time.

Then, of course, there are companies which outsource their call centres to other countries. I don’t like this calling experience even though it means I’m speaking to a real person. I know this is a huge generalisation but often either I don’t understand all that they’re saying or they don’t understand exactly what I’m saying. It takes the shine off the ‘personal touch’ experience.

Is it that companies don’t value the telephone call anymore so they feel they can cut costs, slash their call handling team and continually direct customers and potential customers to their website.

It’s come to something when even cold calls take the form of automated messages – I get quite a few of those.

Get to the point if you want to be heard!

January 15, 2021 § Leave a comment

My husband’s broken back isn’t mending well and he needs to see the orthopaedic consultant again because months after the injury he sometimes can’t walk – at all.

That’s it: the story in a sentence.

Anything else I tell you is detail that you may not need or want to know. It will almost certainly detract from the ‘story’ which is the main issue here. We can get to extra information when I know I’ve got your attention.

The physio who referred him back to hospital clearly didn’t know that trick. He’s not a writer, true, but I would have thought he’d know how to prioritise cases. Face-to-face, he told my OH that it was important he got an appointment as soon as possible because seizing up wasn’t what the back injury should be doing now.

That’s what he SAID but what he WROTE was long and dreary with the most important point dangling at the end of the letter.

It’s a salutary lesson for anyone in any kind of business:

  1. Put the most important point first.
  2. Use language you’d use if you were talking to somebody.

That’s it! Get to the point if you want to be heard.

Your copy’s a reflection of your company. Make sure it does you credit.

October 29, 2020 § Leave a comment

Your copy is a reflection of your company and how you work.

If your website is littered with mistakes, potential customers will worry that your work is slapdash too.

The same goes for anything else you use to spread awareness of your company – sales letters, social media posts, ad campaigns. It’s vital to iron out any problems with punctuation, spelling and typos.

People will judge you on your copy, make sure it does you credit.

Why write ‘your’ when you mean you’re…

October 9, 2020 § Leave a comment

Why would you do that! Why would you write your when you mean you’re? It’s a grammatical crime and it’s not too difficult a rule of the written language to get right – so get it right!!

Your = belonging to you. You’re = contraction of you are. I’m pretty sure most people know that. I’m aware that a lot of people get it wrong, though. Why? Stuff like that matters to your reputation.

Many of the potential customers of a company will have spent the seconds it takes to learn the difference between the two spellings. So imagine what they feel when they see a company telling customers: ‘Your welcome’.

Your/you’re is a particular bugbear of mine – as is: to, too and two. It annoys me when people get them wrong because we’re hardly talking the subtleties of the written language here. They are regular, everyday words that you can’t be forgiven for getting wrong.

Also, for good measure, I’ll throw in there, they’re and their. ‘Over there, they’re looking at their shopping.’ The words have different meanings, different spellings but just happen to sound the same…

If people see you making sloppy mistakes in your copy, they’ll straight away wonder what sloppy mistakes you make in your business. It’s as simple as that (and not its as simple as that!)

Why a copywriter doesn’t need a copyeditor

October 7, 2020 § Leave a comment

Take a break and come back to your work later

I tell people time and time again that the worst person to read and check copy for mistakes is the person who wrote it. It’s good advice and I’ll always stand by it.

However it does beg the question that if I’m writing copy – one of several services I offer – who checks it for me?

The quick answer is: nobody.

So do I employ the advice I’m happy to hand out? Honestly…no.

There are reasons for that though

Number One: I wrote this blog the day before I posted it! As random as that sounds, it plays a big part in getting words right. It’s an absolute fact that, as you write, you tend to read what you think you’ve written. However if you take a break and revisit the words an hour or a day later, you’ll spot errors you wouldn’t have otherwise seen. Today I didn’t see mistakes in the blog but edited sentences that I realised were unnecessarily long.

Number Two: Writing is my job. It may sound obvious but, of course, it’s true. While you may have spent years training to be, for example, a counsellor, I spent years training to be a journalist and many more years honing my skills to edit other people’s work. The written word, grammar and punctuation is what I’m an expert on. Using the counsellor example again, I may be able to dish out advice but there’s no way I could ask for payment for it in the same way a trained counsellor could.

Number Three: I know (among other stuff!) to check little words. The likes of ‘in/it/is/if/on/has/had’ are some of the tiddlers that often get away. They’ll pass a spellcheck because they’re spelt correctly – it’s up to you to make sure they’re used correctly.

If you’re 18 and starting out you could have a go at Number Two. More helpful to more people will be Number One. Whatever stage of your career you’re at, Number Three is essential.

A day in the life of a spellcheck

June 25, 2020 § Leave a comment

Teddy bares – or is it teddy bears? A spellcheck wouldn’t know

A client gave me an ebook to proofread the other day. In one sense there was NOTHING wrong with it. In another, there was SO MUCH wrong with it.

I could see straight away that it had gone through a spellcheck. There were tons of mistakes but each one, in itself, wasn’t a mistake.

For example, there were THREE Chapter Twos. ‘Chapter Two’ was spelt right every time so the spellcheck had done its job. The spellcheck doesn’t care that you’ve made a massive error, repeating the same chapter title three times. It cares that you’ve spelt Chapter Two properly. The spellcheck isn’t worried that your mistake has made you look amateurish and impacted on the index, knocking all pages out of order.

Customers will make up their own mind about you when they see the quality of your copy – even if writing has nothing to do with your business.

There was a variety of its and it’s, sprinkled throughout the text, randomly used wrongly – but, as far as the spellcheck was concerned, the words were spelt right every time.

Then there were the theres, theirs and they’res and the you’res and yours.

Most plurals were denoted by apostrophes – as in ‘client’s’ when it should have been ‘clients’. An apostrophe never, ever, ever – no exceptions – pluralises a word.

All language was Americanized even though this was a London-based company wanting to appeal to London-based customers. That’s also down to the spellcheck because many people use it without setting it to the right language.

I could go on but let’s just say punctuation and grammar left everything to be desired. There were few spelling errors but words were used in the wrong contest (I know that last word should be ‘context’ but I’m giving you an idea of where the spellcheck says ‘OK’ because it is OK as far as spelling is concerned.)

When I talked to the client about the extent of the damage, he said that it was probably a result of staring at the copy for so long to make sure the message was right.

I get that. The last person you should rely on to check and knock your copy into shape is YOU.

April 24, 2020 § Leave a comment

A personal touch in no-touch times!

April 7, 2020 § Leave a comment

Talk and write – you’ve got plenty of time

In difficult coronavirus times the personal ‘touch’ is more important then ever, although ‘touch’ is almost certainly not the right word. ‘Thought’ is probably better.

Technology is doing a fantastic job of keeping us in contact with family and friends – although not all of us. My elderly uncle is 85 (plonk in the at-risk group) and doesn’t own a computer, smartphone or tablet. He hasn’t a clue what wifi means. My aunt, his late wife, died five years ago and he hasn’t got used to living on his own, let alone given any thought to exploring technological opportunities.

Auntie Elsie was the glue in their marriage and used to invite us all round for the most fantastic roast or high-tea a couple of times a month. Uncle Ben slipped into the shadows after she died and we had to remember to call him – he never thought of phoning us.

The other day my brother and I were talking about buying him a tablet and getting wifi installed so that we could at least FaceTime him. But then we realised he’d need to be shown how it all works – there’s a lot to go through when you’re an absolute beginner – and we can’t visit and explain.

So – we’re continuing with phone calls and he’s happy with that. He likes to hear a friendly voice and, as it happens, we’re making more effort than we used to and are calling more often anyway.

But the whole Uncle Ben issue made me think about how we communicate these days.

Friends can whizz you a message by text, email, Facebook, Instagram and so on…in minutes. They don’t need to send birthday cards, postcards – or even Christmas cards to some extent- because a note on Facebook will do it for them.

I have no choice but to send Uncle Ben a proper birthday card because of the lack of wifi and it’s fun choosing a card that in some way touches on his life or personality.

Then there are letters. It used to be exciting to get a letter – sometimes challenging depending on the handwriting – but exciting all the same. The only letters I receive these days are from companies trying to sell me something and they’re typed, so in every way don’t count. Generally our first thought these days when we want to send a letter is to email it.

For as long as the post manages to keep going in these unsettled, unreal days I’ve decided to revert to letters and phone calls. (Ok – and blog! And Tweet sometimes…and text occasionally – but I am going to build letter-writing back into my life.)

Although I’ve grown up surrounded by electronic communication, I totally believe that the personal thought has to have a positive impact on these negative times.