Copywriting Agency - Is it 'c' or 's'?

Is it ‘c’ or ’s’?

English is renowned for its quirky, often logic-defying spelling rules. Gives it character, a mark of our mongrel heritage, we’re told. It doesn’t make it any easier to write, though.

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’.

Archived in the category: Write words, Writing tips

Posted by: Gareth Chadwick on Sunday, July 12, 2009 0 Comments

The meaning of the word Pettifogger

Pettifogger – someone who argues over something petty or trivial, or who is excessively concerned with unimportant detail.

What a lovely word.

Example:

‘Stop being such a terrible pettifogger and focus on the main points of the case!’

There’s a few people not a million miles away that this would apply to…

Archived in the category: Word of the month, Write words

Posted by: Gareth Chadwick on Monday, July 20, 2009 0 Comments

Business Copywriter - Newsletter July 2009

WriteWords newsletter

There’s been a few changes since the last issue of Write Words. We’ve moved offices (still in Manchester, just a nicer part), and we’ve had a personnel change (goodbye Sally hello Chris . We’ve also decided to change the frequency of Write Words to once every two months, to lighten the load on your Inbox.

On the client side, plenty of exciting new projects to get stuck into. We’ve been commissioned to plan and write the content for a new departmental website at the University of London, we won a tender to plan, write and edit a quarterly magazine for the Northwest Regional Development Agency, we’re working with Celerant Consulting on writing some sector brochures, and a we’re doing a monthly newsletter for Career Management Consultants.

That’s on top of the regular stuff from the likes of KPMG, Britannia and Savills, plus a whole host of smaller (but no less important projects), so plenty to keep us busy!

Archived in the category: General musings, Write words
Posted by: Gareth Chadwick

Copy Writing Agency - Simple Like Da Vinci

Simple Like Da Vinci

When he wasn’t busy painting masterpieces or inventing helicopters, all-round-Renaissance man Leonardo da Vinci found was one of the leading thinkers of his day.

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.

Simple Like Da Vinci
Archived in the category: Write words, Writing tips
Posted by: Gareth Chadwick on Monday, February 25, 2008 - 0 Comments

Six Words to Remember

Six words to remember

You may have heard the tale of how, in the 1920s, Ernest Hemingway bet ten dollars that he could write a complete story in just six words. He wrote: “For Sale: baby shoes, never worn.” He won the bet and often referred to the story as his best work ever.

There are now dozens of websites devoted to six-word stories (just try Googling it). One of the best, recently featured on Radio 4, 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.

Archived in the category: General musings
Posted by: Gareth Chadwick on Thursday, February 28, 2008 - 1 Comment

ernest hemingway, copywriter freelance, copywriter agency, freelance copy writer, ernest hemingway articles

Copy Writing Agency Wordsworks has a New Writer

Wordsworks Has a New Writer

Copy-writing agency Wordsworks has taken on a new writer following a busy summer, bringing its team up to four.

Stockport-based Wordsworks has employed Catherine Dolman as a copywriter to help look after the company’s growing client list. Catherine is a former freelance copywriter and has spent the last four months writing the content for the NUS’ new website.

Said Catherine, “it’s a great opportunity for me to apply my skills and experience as a freelance copywriter to a wide range of clients. I’m looking forward to helping firms in different sectors communicate their message in the clearest, most engaging way possible.”

Wordsworks is a specialist copy writing consultancy, with a particular focus on copywriting for the professional services, environmental and larger corporate sectors.

It was set up by journalist Gareth Chadwick in 2003 to provide outsourced copywriting and copy-editing services to businesses. Typical projects include copywriting for firm brochures, web sites, case studies, recruitment brochures, client newsletters, reports, and in-house magazines.
Explained Gareth: “companies need to communicate their expertise and their brand in a way that reinforces their credibility, not detracts from it. So much written material is badly written and poorly presented. It’s not so bad it goes straight into the bin, but it’s the missed opportunity that it represents.”

Wordsworks’ copywriting client list includes KPMG, Savills plc, Baker & McKenzie, JP Morgan, the Northwest Regional Development Agency, 3i corporate finance, Addleshaw Goddard, The College of Law, Newcastle Hospitals NHS Trust, Ince & Co, Cobbetts and TLT Solicitors.

Prior to setting up Wordsworks, Gareth was a journalist specialising in small business and professional services. His credits include The Times, The Sunday Times, The Independent, Manchester Evening News and Growing Business magazine.

For further information, please contact:
Gareth Chadwick
Wordsworks
Tel: 0161 443 4135
Email: gareth.chadwick@wordsworks.co.uk
http://www.wordsworks.co.uk/

January's 'Word of the Month' - Spoken like a President Article