November 24, 2016 § Leave a comment
I’m surprised I even had to write that headline – I thought everyone knew. Spellchecks are helpful – I use them as a guide – but if I left it at that, it would be corporate suicide.
I was chatting to a friend about this the other day and her reaction was: “Yes, you couldn’t afford any errors – being in the ‘words’ game.” That’s true. If I made mistakes people would be quick to point them out.
On the other hand she’s a gift retailer and her communications output is critical to her business, particularly at this time of the year when customers will be looking for Christmas presents.
She always sends an invite to a list of her customers with a message that says something like:
- Come along for an evening of wine, mince ties and a chance to buy gifts for your nearest and dearest, hopping at leisure.
Although only something like that because it actually reads:
- Come along for an evening of wine, mince pies and a chance to buy gifts for your nearest and dearest, shopping at leisure.
The point I’m making, is that a spellcheck wouldn’t have picked up any spelling mistakes in the first sentence because there aren’t any. The sentence just doesn’t make sense and it takes a human brain to work that out, not a computer.
In short, a spellcheck can tell you when a word is spelt incorrectly but not when it’s used incorrectly. Use it but know its limitations.
September 9, 2013 § Leave a comment
If you’re ever tempted to send a jokey email to a customer – thinking a light-hearted message is going to be welcomed among the masses of corporate nonsense they receive, remember…your words may be taken at face value. Words can’t smile; they don’t have a tone of voice and they can’t see if the recipient is taking the message too seriously when it was only intended to be a bit of fun.
The reason I’m prompted to write this post is because I received one such ‘jokey’ email today and it sent me into panic mode because I thought I’d upset the client. I called immediately and asked if the copy wasn’t quite what the company had expected?
Of course it was, I was told – why?
Err..because they’d asked if I needed a bit more time to think about the wording before sending it over. That seemed a fair indication that they wanted something slightly different.
Oh no – they’d written that because they’d received the copy more quickly than anticipated and they were actually trying to compliment me.
Ah, I see. But.. joke ruined. Compliment ruined. Down to me now to salvage the working relationship. (It’s ok – I have. That’s why I feel comfortable writing about the incident!)
Anyway, it’s a good illustration of how, with the best will in the world, your joke can bomb because it’s written and the written word is completely unhelpful when it comes to delivering humour. That’s why ‘Smileys’ and other similar emoticons were invented, I presume, or why we have to say ‘haha’ at the beginning of a sentence we intend to be amusing.
Of course there are novels that are written with humour (we know that because we’re told in the blurb on the jacket, so we’re prepared) but when a business email comes and out-of-the-blue tries to be funny, it takes a very skilled writer to be able to pull that one off.
The answer? Be friendly and cut out corporate speak if you want to make good contact with you client but leave jokes/humour for face-to-face times. The written word can be so unforgiving.
June 25, 2013 § Leave a comment
We live in a world where we use far too many words in the hope that the more we say, the more likely it is some of our message will ‘stick’.
Quite the opposite is true, in fact. The more succinct we can be, the more chance we have of being remembered.
The plain truth is, so many words are unnecessary our consciousness filters them all out so it’s an entire waste of time to throw a lot of words at a subject.
I was taught this ‘back in the day’ at journalism school when a tutor scratched a headline on the blackboard and asked us which word (or words) was (or were) superfluous. He told us it came from a sign outside a fishmonger and read:
Ok, here we go:
- You don’t need the word ‘fresh’ because a fishmonger selling rotten fish wouldn’t be in business.
- You don’t need the word ‘sold’ because a fishmonger who gave away fish would soon go out of business.
- You don’t need the word ‘here’ because the sign’s right outside the shop – where else would the fish be!
- Oh – and you don’t need the word ‘fish’ because you can smell it a mile off…
I know, in the real world, shop signs much like the ‘fresh fish’ one will always exist in the hope of hooking in some extra consumer interest. But marketing wasn’t the object of the exercise we were given in this instance.
We were forced to examine which words really served a purpose – and out of just four words not one actually did a good job. The exercise certainly made an impact on me and I’ve never written anything since without checking for ‘superfluous frills’ that aren’t going to help my message.
Why don’t you do it for yourself – by having a look at your company website, maybe. Are your words really working for you or could the site be a lot sharper and smarter if you threw out those that are just, frankly, wasting space, clogging up your message and putting some people off from even reading it?
October 24, 2012 § Leave a comment
Whether or not you agree with the sentiment of the headline, the statement ‘less clients mean more profit’ is just plain wrong!
What’s even worse, though, is that I just spotted that statement on a copywriter’s website – he was selling a course of copywriting tips and the above was the headline of one of them. I’m telling you (for free) that ‘fewer’ clients may, indeed, make you more profit – almost definitely if one of them is a Coca-Cola or McDonald’s type giant. But I’m not-so-secretly hoping that copywriters, who don’t know that ‘less’ is used to measure a volume of matter and ‘fewer’ is correct when you’re referring to numbers, profit accordingly.
Continuing on my rounds as a self-appointed member of the Word Police, let me now draw your attention to verbs that are misused:
- Try and do (something) = wrong
- Try to do (something) = RIGHT
I see and hear that one often – and why does it really matter, you might ask, because everyone will understand what you mean even if you make the mistake. That’s true. But like it or not, we’re judged on how professionally we present ourselves. Your business may have nothing to do with words but if you don’t use them correctly to explain what you do, the impression you’re giving is less polished than the company that makes the extra effort to get the words right.
Since I mentioned the word in the last par: you’re or your? Stop and think before you decide which version you’re (you are) going to use because your company literature looks amateurish if you plump for the wrong one:
- You’re = you are
- Your = belonging to you
The point is, you can affect (influence) the way people view your business by the way your corporate copy is written. The effect (result) of good copywriting shows you means business.
Have you been in business for ‘over X years’ or ‘more than X years’? Answer: it’s more than x years. ‘Over’ denotes the position of something (over the road) and ‘more than’ relates to numbers. Yes, again, meaning will be understood even if you slip up but your writing will shine out if your corporate literature and website demonstrate a full understanding of your own language.
To recap, use:
- fewer (when referring to numbers), less (when referring to volume);
- try to, NOT try and ;
- you’re (for you are), your (for belonging to you);
- affect (when you mean influence), effect (when you mean result);
- over (when referring to position), more than (when referring to numbers).