Spotted Wombat

Are we talking down to people? Are we dumbing down society?

Our readers

As journalists, one of the first things we learn is to write for a 12-year-old audience. But is this always appropriate? I think we need to look at our audience first. If we need to write for a society where a large percentage of people do not have English as their native tongue, then we need to ensure that our writing is clear and concise. 

If we are to write a white paper aimed at Chief Executives - then our language obviously needs to adapt to a different level. I'm not suggesting that we fill our writing with technical jargon that we think, as writers, make us look clever. No. What I am suggesting is we still write in plain English, allowing our writing to reflect our readers.

Plain English

In 1978, President Carter signed an order requiring regulations be written in plain English. In 1998, President Clinton sent out a memo calling for "plain language in Government Writing."

Research shows that documents written in plain English improve readers' understanding. A US study showed a 91% increase in the comprehension of medical consent forms - after the documents had been rewritten in plain English. 

Plain English will always be the best method of clear copy. Creative snippets within the copy, where appropriate, will make the copy dazzle BUT the message needs to remain clear.

Ref: Cutts, M. 2004. Oxford Guide to Plain English.

Thought for today:

Spotted Wombat is a comprehensive copywriting and content marketing service in Brisbane, Australia. We write for brochures, newsletters, websites, articles, white papers, press or media releases, blogs and anything else that you may need a writer for.

I was recently  asked to critique a friend's website. I found the following 3 common home page errors. 

The home page had the title "Welcome to my site" in big letters across the top of the screen.

This was in the most prominent spot on her page. My fingers were itching to hit that back button. It told me nothing about the site, service or product. You've 3 seconds at most to capture your audience. Don't waste it with a welcome message.

The home page had a video, under the welcome message.

The video took a long time to load and was over 15 mins long. I still did not know what the site was about.

The home page had a long paragraph of text under the video.

She described herself and what she did. Aaah, then I knew. She sold educational aids for children with special needs. The paragraph was too long and the information about herself was irrelevant to her product. As a prospective client, I did not need to know what school she went to. I don't care. I do care about the quality of her product and her relevant expertise, though.

The above 3 common home page errors are often made when people try and add too much information into a limited space. The reality is, unless it is relevant to your service or product - NOBODY CARES!

Wordy thought for today:

The sentence "The quick brown fox jumps over the lazy dog" uses every letter in the alphabet and was developed by Western Union to test telex communications.

Spotted Wombat is a comprehensive copywriting service in Brisbane, Australia. We provide writing for brochures, newsletters, websites, articles, white papers, press or media releases, blogs or any other writing that enhances your business.

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If you are a freelancer, everything you write is yours. It doesn't matter who paid for the work, or if it is content on your own website. You wrote it - it's yours.

Print vs Digital Rights

Find out how your work will be used. Ask the editor if your article will be published in print, or if it is to used on the internet.The rights are different, namely print rights and digital rights. Both rights are seperate and should be charged accordingly.

Sell Your Articles Again

If you are planning on selling your article elsewhere, you might want to consider not allowing web publication for a period of time. Plagiarism is rife on the internet.

Work for Hire

If you do specifically agree to "work for hire" and sign your rights away, make sure that you are paid VERY well. It is seldom worth handing over your copyright to an organisation.

Wordy thought for today:

"Triheens" are stockings without feet.

Spotted Wombat is a comprehensive copywriting service in Brisbane, Australia. We provide writing for brochures, newsletters, websites, articles, white papers, press or media releases, blogs or any other writing that enhances your business.

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