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Copy Café

The Wordience Blog.

How to write something you've got no idea how to write

24/6/2017

2 Comments

 
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Got a writing task that's got you wondering, "How the heck am I going to do this?" You're in the right place. 

The tips that follow will apply to any substantial piece of writing. For the sake of this post, let's pretend you're writing a brochure that will explain your team to the rest of your organisation. So whenever you see the word "brochure," substitute the name of whatever it is you've got to produce.

First, take a deep breath.

Second, keep in mind that every writing job you'll ever do will always start from scratch, no matter how many times you've done it before. That's because every writing task, like every story, is different. If it weren't, you could cut 'n' paste. But since you can't do that, you need a process.

Like this one.


1. Get the building blocks of your story

Good business writing fills a blank spot in someone's mind with useful information. So start by getting a bunch of information together. It may not all be used in the final product, but that's not the point right now.

Your point here is to gather the seeds that will sprout into your final content.

Ask questions about your team from your target reader's point of view: what will they benefit from knowing? Ask questions like:

  • What problem your team was created to solve?
  • How does your team deliver value to the rest of the business?
  • Who on your team should people turn to for information?
  • Who in your team is accountable for which results?
  • Which resources does your team have available for which end users?
  • When should they contact your team?

Et cetera.

The Pareto Principle applies here. In the end, 20% of your facts will tell 80% of your story. But that 20% comes from the 80% of the information you gather. So get gathering, and gather widely. You'll condense it all later. And from within what you gather, parts of your final product will begin to suggest themselves.

Do yourself a big favour and DON'T START WRITING YET. Well, okay: maybe you can write a little. Just keep your main focus on getting all your information together. And keep your real writing mojo for later when you've settled into your structure.

2. Structure is everything. Go get some.

The art of writing can only come to life through the science of it, and the science of it starts and ends with structure. So the first thing you need to do when drafting is plot the course that you want your readers to follow.

Structure gives your readers a clear path. Relax into the fact that you're unlikely to get it right first time. But at the same time, you must act as if you will. So pick a structure and start adding your information to it. Get a sense of how well it will hold together.

And if you don't have a structure?

3. Turn your challenge into a question and google it.

If you really needed to read that tip, then tattoo it on the back of your hand so you never forget it.

Every business communication you're ever likely to write has been written before. Guaranteed. So get into your browser, google any variant of words like "how to write a brochure that describes my team" and see what pops up. You are bound to find ideas in similar work that someone else has done before.

Download and delve into examples, lots of them. The effective ones will announce themselves to you because they'll draw you in and you'll start to feel like you're wasting too much time reading them ...

... which is excellent. These are exactly the ones to model your brochure on.

4. Brazenly copy an appealing structure 

If any given piece of communication has ever worked on you, it'll likely work on others. So don't hesitate to copy the skeleton of the structure you've found. It will become original in the process of adding your specific set of information, which inevitably forces the whole thing to morph into something new.

Even though I am nominally "a writer," I always find visualising a structure to be helpful. I suggest that you will too. Below is a visualisation that I recently used for one of Wordience's clients.
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 There were a couple of versions before this, naturally. If you look closely at the image, you'll see the pencil marks. Ink only appeared after a few rounds of pencilling and erasing initial ideas.

The point here is to give yourself a bird's eye view of the shape of your final product. And if it seems about 80% right (Pareto again!) then stick with it and start drafting. You can shuffle things around later.

5. Stuff the turkey

Now it's really time to start adding your information in. Notice that till now, "writing" has been a minimal part of the process. It's a truism that "good writing is good thinking," and that's what the real focus has been up to this point.

So. Now the stuffing.

Make sure that you have at least some content for every empty section of your structure, no matter how sketchy that content is. If in later drafts the sketchiness persists, that's probably a sign that you can either eliminate that section or combine it with something else.

Be aware of your intuition, your hunches. As you work on your material, your unconscious will occasionally nudge you to move one thing here, another thing there. Honour these hunches, and just do it. You can always undo it if it doesn't work. The thing is, though, that hunches are often where the gold lies hidden.
​
6. Phone a friend. Phone two friends.

Once you've settled on a first draft of your structure and content, run it past someone from outside your target audience and someone from inside it. The outsider will give you a sense of whether it hangs together, the insider will let you know what they think is missing.

Not everyone's opinion will be valid, but it will be worth hearing. You'll either find out that you're on the right track, or you'll get some valuable course correction. 

Use this feedback to revise your structure where necessary or where mandated. Above all, honour your reader, and make sure that the final flow will make sense to them.

7. Refine your writing.

After "good writing is good thinking" comes "writing is editing" as a reliable truism. So now would be the time to apply that nugget of wisdom, and start earnestly editing everything in your brochure. Get ready to cut, cut, cut. (No doubt I should take my own medicine and reduce this article substantially. No doubt I will!)

With your structure firmly in place, you should find it easier to create or find missing content. Importantly, you should also find it easier to edit the entire document because it should now be clear how each separate section stands in relation to everything else.

This is not to say you now have a finished product, but you'll be close to it. Closer than you thought you might have been when you started. Close enough to feel that you now know how to write this thing that you weren't so sure of before.

Which -- as you know, gentle reader -- was the whole point of this post.
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I'll get you to the interview. After that, it's down to you.

31/5/2017

3 Comments

 
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 The Challenge of Using Words to Sell Yourself

If you're a job seeker today, you're on a path fraught with many difficulties. One of those difficulties lies in the way you write about yourself to potential employers in your resume and cover letters. Some job seekers turn to professional copywriters or resume writers to boost their chances of landing a new job and, with a few caveats, that's often a good move. 

However, copywriting -- or any business-building writing, for that matter -- often bears the weight of an excess of expectation. It is often expected to be flawless, and often expected to produce the corporate equivalent of miracles: instant sales increases, overnight improvement in organic search rankings.

Copywriting simply does not have the power of law to compel readers to buy any given product or service. Instead, it must rely on what all humans rely on in their interactions: the ability to hold attention for long enough to create an opportunity to persuade. After that, the product or service needs to sell itself by the way it performs.

It's the same for people.

As a copywriter -- as a writer for business -- I write for my business life every day. And what I offer to you, dear potential customer, is neither an instant sales increase nor an overnight ranking rush. Instead, I offer the more modest miracle of getting you, your product, or your service, an interview. After that, it's down to you.

Let me show you how I got my most recent interview and, by extension, how I can help you get yours.

From Application to Interview

I won my interview with a not-for-profit that I'll refer to as That Charity* with a carefully constructed story. Here's how it unfolded, told against the questions I was asked to answer ... in writing.
 1. Please list any relevant formal qualifications you have for the role.

Did Steve Jobs require formal leadership qualifications to launch and run Apple? No. Instead, he brought his passion and ingenuity. And then did a bang-up job of being a CEO.
 
Much like me.
 
Do I have formal qualifications for this role? No. Instead, I bring my passion for meaningful communications that move people to action and my ingenuity for structuring the words that achieve that result. And then I do a bang-up job of the comms.
 
But I don't just bring passion and ingenuity. I bring a 20-year history of written communications success that spans marketing of consumer goods and services, analysis and promotion of government policy, biography of a sitting head of state, bid and proposal management, and technical writing.
 
Absent the formalities, I believe that my experience well qualifies me to tell compelling stories that will bring plentiful rain to Your Charity and the community it supports.


2. Please tell us more about your volunteer experience.

​I worked for one day at AnotherCharity as a volunteer charity worker. Agreed: not an earth-shattering effort. I know I could do more.
 
I have also been volunteering as a transcriber and editor of the dhamma talks of Ajahn Sinharaja, Abbot of Wat Sammavimukthi, a Buddhist monastery in Thattown, Upstate. This arrangement began in December 2015 and is ongoing. Still, I could do more.
 
I have since last year been sponsoring Pedro, a Colombian boy, through World Vision. Pedro almost shares a birthday with my son, which was the reason I opted to support him instead of the many other equally deserving children that World Vision is trying to help.
 
Still, I could do more ...

3. What is it that inspired you to engage with our work and become our story-writing person?

"There but for the grace of God go I." That's one source of inspiration. Here's another.
 
I live in Brisbane, with my amazing, generous partner Tania and our wonderpuppy Kayfa, a miniature schnauzer with a lover's soul. We wake each morning after a restful sleep in the beautiful Queenslander that we rent, and we enjoy our freshly brewed coffee on our deck while overlooking the palm, banana and macadamia trees that shelter our home and afford us a welcome privacy.
 
By any measure, we live a privileged life. And we are grateful for it every single day.
 
And yet there is always a sense of there being something missing. For me, that's a sense of deeper meaning to my work. To put it in technical terms:
 
(My last two communications roles were made redundant) x (I just turned 53) = I have great communication skills that I want to direct towards meaningful social outcomes.
 
I'm good at what I do. But I'm much better at it when it's connected to the heart: my own heart as a writer, and another person's heart as a reader. (As well as being a writer for commerce, I'm a poet: markhislopoetry.wordpress.com).
 
When I first heard of Your Charity last year, I was really struck by the glorious simplicity of the idea. I found it almost embarrassing that I hadn't thought to create something like that. What a wonderful way to make a difference in the lives of people who sorely need it. And what a wonderful act of humanity to be a part of. Which brings me to one final source of inspiration:
 
“The scent of the rose lingers on the hand that gives it.”
 
It's nice to work, but it's nicer to do work that directly benefits people who otherwise might not be helped. If my skills and efforts can support the kind of good works that Your Charity does, then so much the better for everyone.

4. Describe some high impact stories you've written that inspired people and resulted in greater awareness or understanding of an issue.

In 1995, while working as a creative director in Sri Lanka, I designed and wrote a series of full-page newspaper advertisements that promoted what was then an innovative instrument of investment: the debenture. A debenture is a long-term security that yields a fixed rate of return and is issued by a company - in this case, my agency's client - and secured against its assets. Since the debenture's novelty meant that it required explanation, I recommended that the client approve "long copy" advertisements in the form of questions and detailed answers.
 
My marketing communications experience has been that clients are often wary of long copy: they worry that no-one, especially not members of an intelligent and often impatient target market, will read it. My response to clients who express this concern is to remind them that "most intelligent people ignore advertising because most advertising ignores intelligent people," and that -- when done with skill -- an honest appeal to the intellect demonstrates a respect that is generally repaid by greater audience engagement. My recommendation was accepted; my series of advertisements ran in several national newspapers; our client's debenture issue was oversubscribed; the campaign was counted a success.
 
Now, how much credit can I legitimately claim here?
 
My agency had the client's considerable financial resources available to pay for running the ads, so their reach alone would clearly have helped to raise awareness and inspire action. (Yet if reach were everything, we'd all be living on McDonald's: but we aren't.) The Sri Lankan market for securities was at that time relatively buoyant, so demand alone would to some extent have underwritten the issue's success. (Yet if demand were everything, every Sri Lankan share issue of the time would have been oversubscribed: but they weren't.)
 
As the adage goes, "the best way to kill a bad product is with good advertising." That's because good advertising exposes more people to a substandard offering in a shorter time and brings forward that offering's inevitable decline. In this case, good advertising successfully introduced a novel financial product while allaying investor concerns and inspiring their investment.
 
So perhaps it's legitimate to say that my little advertising campaign sat at the juncture of healthy audience reach and substantial underlying demand, at which point it provided a credible rationale for astute investors to take action.
 
Yep. That feels about right.

5. What are some strategies that you would use to help donors feel valued and appreciated for their contribution to Your Charity ?

First of all, I'd thank them! And I'd make sure they heard that ‘thanks’ loud and clear, while making sure it’s personalised. (Handwritten notes, anyone?)
 
Speed is a great impressor. As soon as practicable after their gift is received, I would make sure that each donor was provided with evidence of the tangible impact that their generosity had enabled Your Charity to make. Where possible, I would connect each donor with stories about the individual people that their gift had benefited and relay specific messages of thanks from individual beneficiaries via photos and videos.
 
I would -- where appropriate and with permission -- give public credit to donors for their contribution by means including social media announcements and special no-cost-to-donors events. I would ensure that I nurtured relationships with and developed understanding of individual donors to help connect them with other of their passions.
 
I'd keep them in mind as "whole people" and stay alert to opportunities to do things - like remembering their birthdays or inviting them to events of interest - that are personally meaningful to them.
 
I would try to find ways to engage donors with Your Charity more broadly. Without overwhelming them, I'd keep them up to date with project reports. I'd offer them ways to contribute non-monetary support in the form of their expertise or advice, or maybe time out and about to engage in conversation with the actual people that their generosity is helping.
 
6. Provide an example of a challenging project that you have coordinated, ensuring you include information about (a) project objectives, (b) your involvement, (c) key stakeholders, and (d) final outcomes.

In 2013 while I was a Technical Writer at Santos, my role was expanded to include responsibilities as Management of Change (MOC) Coordinator for Santos's US$18.5 billion GLNG Project. The new responsibilities arose as a result of my team's development of a new SharePoint-based workflow to govern the submission, review and approval of Project Change Requests. The new MOC workflow was designed to replace and improve upon the previous paper-based system.
 
At the time of this expansion of my role, I took over the internal rollout to the business of the communications and training for the new MOC process. Key stakeholders included the Director of the Appraisal and Development team, the lead Cost Controllers and Schedulers of the Project Services team, and the Asset Managers and Engineering / Technical Leads for Santos' four principal Queensland gas field assets. Due to the constant pressure of the project environment and the ongoing requirement for predictable and reliable processes, the wider project team needed to have confidence in the new MOC system. The aim of the communications and training that I designed, therefore, was to ensure confidence in the new system to enable a smooth and confident cutover.
 
In consultation with the SharePoint Analyst who designed the workflow, I also wrote a comprehensive user manual for the new MOC system. This manual formed the basis of the training that I designed and delivered. I provided small group and one-on-one training in the use of the new system. The series of internal communications that I wrote set expectations and timelines for the cutover, and I managed all engagement with the affected team members.
 
The final cutover went ahead relatively smoothly with few glitches and high buy-in from all the stakeholders. Within three months, the MOC system under my stewardship was delivering approvals in an average of two weeks -- half the average time taken under the previous system.

7. Anything else you'd like to mention about your application?

My most recent writing appears on the website of my consultancy, Wordience: www.wordience.com. Other than that ... nothing more to add!
 
Thank you for reading my application. I hope to hear from you soon.
 
Best wishes,
 
Mark.
The Aftermath

So. Did my written application win me an interview? Yes, it did. However, it has since won me an even more important interview:

This very opportunity to persuade you to use my writing skills to help you. 


Could your written applications be getting you more interviews? Do you think I might be able to help? If so, then my writing has done its job. It's time we had a talk.
yes! help me get more interviews!
 
* In fact, I've changed all the names.
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5 Steps to​ Annual Report Greatness

19/4/2017

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A great annual report can really boost your corporate reputation.
​The following tips show you how.
​1. Grab 'em by the pupils

Although Wordience specialises in business writing, even we recognise the real force behind great annual reports:

Great graphic design.

Visual impact is the hammer that cracks the nut of reader attention. So make sure you get a great designer on board from the outset, one who knows how to draw reader attention to all the important points of your report, one who understands how readers engage with and absorb visual content.

Of course, once you've done that you'll need to ...

2. Grab 'em by the mind

A reader knows in seconds whether they're going to read, skim or just avoid your report. So if your annual report contains information that stakeholders absolutely need to know, then you owe it to your company to make sure it gets read.

Message development and delivery is too important to leave to contributors who may not have communications expertise. Finance and legal teams are great at  ... well, finance and legal. While annual reports rely on specialist finance and legal input, they deserve to be readable and understandable by non-specialists. And for that you need a business writer.

Like anything, good writing takes time to do well. As well as dramatically improving your content, having a specialist business writer on board allows your team to concentrate on the individual strengths they're bringing to the report. 

​And, as with your graphic designer, the sooner you get a good writer engaged in designing your message structure and strategy, the better received your annual report is going to be.

3. Show off your personality

Your annual report is one of the centrepieces of your company culture. It shares with the world your mission, your strengths, your achievements, your standards, and your dreams for the future.

All these elements combine to create a company's personality. And it's this personality that transforms an otherwise dry-as-dust assembly of numbers and facts into a story that comes to life for each of your stakeholders.

While annual reports are serious documents, seriousness is easy to overdo. Your annual report contains a wealth of information. Don't short-change your readers by making it bland and dull to read.

4. Be ruthless with your style

Whether you have a penchant for the Oxford comma or a preference for 'program' over 'programme,' you need to establish a writing style for your annual report and then stick to it. Ruthlessly. 

Although correct usage is fundamental, this is not about setting your company up as an authority on modern English grammar. Rather, it's about being consistent.

Study after study* shows that poor quality or inconsistent writing undermines readers' confidence in a business. Worse, many of the companies surveyed don't rate themselves as being terribly good at either of these things. So what can your company do to improve?

The first step is to decide what consistency looks like -  for example, when do you use numerals, when do you spell numbers out? -  and then document your decisions in a style guide**. The second step is simply to stick with these decisions ...

... and refuse coffee to those who won't comply.

5. Start herding the cats

Annual reports are complex to pull together, so good project planning is fundamental to the process. The earlier in the cycle you marshal your resources, the better your result is going to be.

Which makes this the easy bit.

Assign clear responsibilities against a well-defined schedule. Take realistic account of how long it will take people to contribute, edit, and approve all the material. And then get the Company Whip to make sure those contributions keep coming.

So now you know what you've got to do, maybe it's time to get started. After all, June 30 is just around the next bend ...

Time to give Wordience a call?
Visual impact is the hammer that cracks the nut of reader attention.
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Get help for your Annual Report
* For instance: contentmarketinginstitute.com/wp-content/uploads/2016/03/2016_TechnologyReport_FINAL.pdf, and www.acrolinx.com/publications/measuring-the-worlds-content-technology-edition/
** Need help creating a style guide? Wordience can help you with that!
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Is your content driving customers away?

14/3/2017

1 Comment

 
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The statistics vary depending on who tells the tale, but they converge somewhere here: for every dissatisfied customer who complains to you about your service or product, another 25 don’t. All 26 will, however, go on to tell another 10 people about their bad experience, and these 10 will tell another 5. That’s potentially 1,300 people who’ll hear bad reviews about your company.

Now, this is useful for understanding the behaviour of customers who actually do business with you. But what about those who don’t? What about those whose only experience of your company is its content?

Good content matters

By content, we mean anything that represents your company — your websites, brochures, advertisements, etc. In many companies, the production of content is often relegated to the last minute, and often to people who either don’t like writing or can’t write very well. Companies might end up getting the job done, but the value it adds can be questionable at best, and negative at worst.

According to Acrolinx, a German linguistic analytics company, the quality of a company’s content is a key driver of a potential customer’s purchase decision. But it’s not enough to be good. Your content must be consistent, too. In September 2015, Acrolinx reported on the content consistency of 170 of the largest global companies. Their research evaluated each company’s consistency of grammar, complexity, tone of voice, style, clarity, and quality. The findings were sobering: only 13% of the 170 companies reviewed showed content that was both good and consistent. In other words, 87% of companies offer content that is bad or inconsistent or both.

The evidence is clear: your business content needs to speak to your customers with a polished and consistent voice across every point of customer contact. Quality content marketing is increasing in importance and is no longer something that can be put off for another time without risking damage to your brand.

How can Wordience help?

Fundamental to all Wordience work is consistency and a razor-sharp eye for detail. What we can do for you depends on where you are now. Are you
​
  • Creating content from scratch?
  • Adding to existing content?
  • Revamping existing content?

Wordience will ensure that all content we produce for you is consistent with your established style. Or we’ll create that style for you, and provide you with templates and guides for your future content creation. Or we’ll perform an audit of all your customer-facing content and report to you on all areas that need attention, so you can decide your next steps.
“Content quality matters. According to a recent survey, 59 percent of respondents said that bad grammar and spelling mistakes would prevent them from purchasing from a website ‘because they wouldn’t trust the company to provide good service.'” – Acrolinx, The Global Content Impact Index, March 2015
“When the quality of your content isn’t consistent, it can confuse your customers, giving them the impression that they’re being sold to by lots of different people rather than one unified organization. That in turn can damage your brand. Conversely, when your content is consistently good, it helps create better customer experiences, which in turn builds trust, credibility, and a great reputation.” – Acrolinx, The Global Content Impact Index, September 2015
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What's best about your writing? You.

26/2/2017

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​Early in my advertising days, I chanced upon a cheesy-looking book in the bargain bin at the Australian Institute of Management in Sydney. The cover showed its author, John Lyons, wearing an expression I've never in 25 years been adequately able to decode. Was it arrogance? Smugness? Compassionate earnestness? It didn't matter; I bought it. Partly because I was a neophyte desperate for reference points to guide me in my new career, partly because it was, in fact, a bargain.

The bargain got better. I soon discovered that the book was a gem, a pearl mysteriously held to be of little value - else why was it in the bargain bin? It was like finding advertising's soft-back correlate of The Shawshank Redemption. 

The book was full of secrets for agency creatives about engaging with the principal beasts that threatened their path: account executives - 'the suits' whose only purpose seemed sometimes to be to stymie creative thought - and clients, with whom creatives were rarely to be trusted on their own lest they sell them some work the suits hadn't approved, no matter how good it might have been for the client. 

It was a revelation.

Of all the book's many lessons, one lodged deeper in me than any other. Regarding presentations - the dog-and-pony shows to suits and clients that populate the advertising calendar - Lyons maintained that whoever you are, whatever the quirks of your personality may be, "it will play."

I love that idea so much, I'm going to say it again and let it linger: 

"It will play."

Now, anyone who knows me would scarcely describe me as being possessed of great confidence. But here was a successful advertising creative telling me that my lack of confidence might be the very thing that would be tradeable at considerable value in the marketplace of advertising ideas. 

As it turns out, Lyons was right. Despite my confidence issues, I became creative director of a multinational ad agency after only a couple of years' apprenticeship as a copywriter, clutching Lyons' book in my sweaty left hand all the while. Writing became and remains my strength because I let my voice play.

You see, writing is presentation. Whoever you are in your writing, so long as you write with the full force of that personality, it will play.

Does that mean that things will always end happily? Not at all: not everyone is always going to like what you have to say. Does it mean you can dispense with grammar, punctuation? Good luck with that.

What it does mean is that, by letting your voice play, your writing will carry the heft and spirit of authenticity - even in your lighter moments. 

Authenticity is the foundation of strong relationships, especially the ones you're trying to forge in business. People trust people who they feel to be authentic, even if they don't ultimately agree with them. People are also entertained by authenticity, and enjoy watching how a personality reveals itself in thoughts expressed on a page. Authenticity is captivating, and who doesn't want to captivate their audience?

When you write, there's no-one else there but you. So be there. Be there in the fullness of who you actually are.

You really are all the strength you need.
"The mind travels faster than the pen; consequently, writing becomes a question of learning to make occasional wing shots, bringing down the bird of thought as it flashes by."
- E.B White, The Elements of Style
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Words are images, too.

20/1/2017

1 Comment

 
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​Words on a page are never simply words on a page. Even the most poorly constructed sentence communicates something beyond the words themselves. It could be a feeling, a hint of additional meaning, a sense of something left unsaid. In good writing, this extra something arises from a writer’s deliberate choice and arrangement of their words. This is why good writing — with all its conventions of composition, grammar, and spelling — is ultimately an art.

Art in Business?

Art’s importance to business has long been recognised. But in the cut and thrust of the typical business day, this importance is often overlooked: artistry is considered time-consuming to achieve and ephemeral in its effect. Too often, the opportunity to use words that move people to act is lost. In their place are used words that lack colour, clarity, and imagination, that insult the intelligence, or even, simply, insult. Just as politeness is usually notable only when it’s absent, poor wording is evident in the off-the-cuff email that seems rude, and in the ill-considered tweet that alienates corporate sponsors.

Since a poor use of words will typically have a longer-lasting, more negative, and more costly impact, it is well worth taking the time to get your words right. That is, to say the right things in the right way to encourage the right response from your target audience. And that is the Wordience specialty.

“Good writing is good thinking.”

At Wordience, we take the time to understand the audience you’re trying to reach, time to define the communications gap you’re trying to address. And we take the time to create the set of words best able to bridge that gap while doing justice to both what you want to say and what your audience needs to hear.

At the same time, we keep a keen eye on how your communication looks. From font styles and sizes to layouts to graphics, Wordience will consider every element that can help you persuade, inform, and explain — every element that helps you communicate.
"​Properly practiced creativity must result in greater sales more economically achieved. Properly practiced creativity can lift your claims out of the swamp of sameness and make them accepted, believed, persuasive, urgent." – Bill Bernbach, Creative Director DDB
1 Comment

    Mark Hislop

    Principal Wordsmith Wordience

    View my profile on LinkedIn

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