People often adopt and use jargon to impress others. It doesn’t. Unless you’re in a profession where the language you use describes something specific and precise – and where it is crucial to the context – all you’re doing is showing that you’re not quite sure of yourself, or your message. Read More
Of the myriad things I lend my expertise to, being part of a brand overhaul is one of my favourites. Being there when the brand is aware it’s outgrown its current guise means everyone involved is receptive and excited. It’s a great opportunity to look more closely at the core character of the business, and find new and engaging ways to convey its unique propositions. It’s a chance to re-invent the cause, breathe fresh air into the look and feel, and sharpen the messaging to convey key themes more effectively.
I’ve been asked many times as a freelancer if I have experience writing for specific sectors, or for specific channels of communication. ‘How much agri-bulk work have you done?’ ‘How many case studies have you written about community engagement in the renewable energy sector?’ ‘Do you do SEO copy for boutique hoteliers?’… and so on.
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Yes, there are common principles. There are things we can all agree on as constituting ‘wow’, ‘pretty good’, ‘not very good’, or ‘dreadful’. But please, please, please… can we stop with the ‘ten simple steps to copy nirvana’, the ‘sure-fire techniques for creating powerful content’ and all the other fast lane and short-cut throwaway articles? Can we? Read More
