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

Spoken like a President

Spoken like a President

Archived in the category: General musings, Write words

Nice to see that Barack Obama - lauded as the most powerful public speaker in American politics for a generation - has been using some of our favourite writing tips in his speeches.

Remember three’s company, where we talked about grouping your points into three to create more impact? Well they don’t get much more power full than these three:
“If there is anyone out there who still doubts America is a place where all things are possible, who still wonders if the dream of our founders is alive in our time, who still questions the power of our democracy - tonight is your answer.”

They are the opening lines of his victory speech in the November presidential election - widely regarded as one of the finest speeches in modern US politics.

Here’s another bit:
“It’s been a long time coming, but today, because of what we did on this day, in this election, at this defining moment, change has come to America.” And just to show he’s not a one-trick pony, he uses another technique to great effect, the power of pairs. This is a favourite politicians’ trick of not saying one thing if you can equally say two, adding emphasis to the message.

So he says, “people who waited three hours and four hours…”, instead of saying the less powerful, ’people who waited hours…’

There’s also a lesson there about being specific. By specifying three hours and four hours, rather than a vague ‘hours’, it resonates more strongly with the audience and the impact is that much greater.

Let’s hope his policies are as effective as his speeches…

Posted by: Gareth Chadwick on Tuesday, January 13, 2009