Spotted Wombat

What is awful copy? Here's an example: 

A bus-driver in Derbyshire translated the company rulebook into readable text. Where the rules stated "Ensure the potential impact of non-routine factors and problems and other services are assessed and details notified promptly to an appropriate person," he wrote "Inform the depot if you are stuck in traffic or involved in an accident."

What about using the terms "target user-centric e-commerce" or even worse, "deploy interactive niches?"

Too many messages

Our daily lives are complicated - some research shows that consumers are exposed to over 30,000 advertising messages per day. If that's the case, why on earth would we want to wade through paragraphs of jargon?

The bottom line is to get your message across in simple, clear and memorable language. In other words, utilise use, don't use utilise!

Wordy thought for today:

A tightrope walker is called a funambulist.