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

Good Writing Tips

Clear or cloudy?

No, not a comment on the weather, but one of the main considerations for anyone trying to tighten up their writing.

Good writing is all about clarity - getting your message across clearly and concisely. But in the wrong hands, words can often cloud, rather than clarify, the intended message.

Have a read of what reader Julian Critchlow had to say in a recent letter to The Times:

Sue Whiting, a “retired special educational needs co-ordinator”, asserts in her letter (Oct 10) that “there are likely to be 20 per cent of children in any classroom with specific learning differences”.

My initial reaction on reading this was that, surely, all the children would have learning differences: that is the human condition. However, on closer analysis I deduced that what was stated was not what was actually meant. Surely Ms Whiting’s unadorned meaning was that 20 per cent of the children would, for one reason or another, have learning difficulties.

Orwellian usage of this kind debases the language as a tool for expression. It leads, at best, to lack of clarity and, at worst, it is downright misleading and stifles legitimate debate. It needs to be rooted out.

Julian Critchlow, Savage Club, SW1

Hear, hear for Mr Critchlow. It’s not always easy to be honest in your writing. But if you can manage it, you’ll usually be rewarded with better understanding and more engagement from your readers.

PS We’ve no idea what the Savage Club is, but shall be applying for membership immediately!