English is one of the richest languages in the world – the multitude of words with nuances of meaning is awesome. It’s astonishing that it’s become an international language, simply because there’s so much vocabulary to learn – and let’s not get started on the irregularities in English grammar!

Talking to a client we got on the subject of ‘understanding’. I think that the word ‘understand’ means that the person gets the message correctly and clearly. He says they may understand something, but not understand it correctly.

This all ties into the issues of whether the accurate understanding of your message is the responsibility of the receiver, or the responsibility of the sender (that’s you).

When you say something to someone else, it’s hard to say ‘did you understand that?’ without sounding as though you’re also saying ‘I think you’re a bit thick, so I’m checking up on you.’

Of course, even so, they will probably say ‘yes’ in any case. This might mean:

Professional speakers are taught to repeat their points three times – just to make sure we all get it. It’s a good rule of thumb to follow.

So, now you’ve read all this, did you understand what I thought I’d said, which was …

Be clear, be concise and, if in doubt that you’ve been understood, say it again in different words!
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A couple of posts ago I promised more about how people read different kinds of document. Here it is!

On screen people scan in an F shape with the top bar of the F starting about 2/5 of the way down the screen. On paper the scan pattern changes, depending on the document.

On a flat piece of paper most people scan in a Z pattern. This means that they get the headline, then their eyes run diagonally from top right to low on the left hand side. Anything on the right hand side is pretty much ignored and, to get attention on the left you’ll need to use devices such as subheaders and bullet point lists. Contact details across the bottom or in the bottom right corner work well. Bear in mind that a low percentage of people actually turn an A4/letter size sheet over – so think carefully whether you need a message on the back!

A trifold – an A4/letter sized sheet folded in on both sides to a standard envelope sized document. This is where you can use both sides very effectively, if you get the information in the right places. This is what needs to go where:

A postcard is a small area so don’t stuff it with information, however, use the front for attracting attention – a bright visual and a strong bold headline. The back can carry a few ‘what you get’ bullets and your contact information with a strong call to action, people do turn postcards over as we’re conditioned to expect a message on the reverse.

There are many more documents – the secret of success is to watch people handling them and see where they stop and read – then use that information to put your key messages in the right places.
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Having just broken my arm – and it’s my right one (yes, I’m right-handed), I’m discovering how many things we do on autopilot. We learn habits that are hard wired into our subconscious and help us to operate with the minimum of fuss.

Are all these good habits? Not necessarily, we learn to do lots of things that are not the best way, just the easiest, because that’s how we’ve always done it. Having to look at how you do something is a great opportunity to review, revise and create a more streamlined or efficient way of doing things.

I’ve already realised that I have things in my kitchen that I don’t use and are actually in the way. Moving them out has created more work space and easier access to the things I do use.

What’s this got to do with websites and web copy?

How many of you have a website that you haven’t changed for ages? Have you actually read your site recently – is it still fresh and up to date, or does some of it need cleaning up? Does some of the information need putting away and a new page putting in its place. Or do you need a change of structure to allow people easier access to the areas they really want to get at?

If you had to start from scratch would your site have the same information as it has currently? I bet it wouldn’t!

Start reviewing and bring your site up to date – oh yes, you’ll find the search engines will start to notice you exist if you start changing things regularly too!
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This isn’t about web copy – but it is about readability and it uses some of the same ‘rules’.

There are many different varieties of flyer; there’s the letter/A4 sized sheet, the A5 (half letter size), the trifold, the DL (compliments slip size); the postcard – and many others. Today I’m going to talk about content – and tomorrow about where the content needs to go.

Finally, when you’ve assembled those pieces of information – don’t be tempted to fill space with additional information! Stop right there!

Read the next blog to find out how to assemble the various types of flyer so the key information is in the right places.
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After a post on Twitter yesterday I discovered I’d stirred up a nest of people who are equally irritated by others who use the wrong version of words like ‘lose’ (loose); compliment (complement); your (you’re); there (their and they’re) – and so on.

It seems that we are divided into two camps:

Are you beginning to see why some of us get over-excited when people write ’stationary’ instead of ’stationery’ and ‘discrete’ instead of ‘discreet’?

It’s not just to do with being good at spelling – it’s to do with being professional. There are no excuses – I’m very good with words and I do make the occasional mistake (I am actually human); however, I’m not particularly good with numbers – so I hire a bookkeeper and an accountant. If you’re not good with words, hire a writer and/or a proofreader. Don’t just make an impact on your potential clients that says you can’t be bothered!

And if you were reading yesterday’s Twitter word games:

While ‘ghoti’ is pronounced ‘fish’ – blame George Bernard Shaw for this one!
gh as in cough = f
o as in women = i
ti as in station = sh

phtholognyrrh is pronounced Turner
phth as in phthisic = t
olo as in colonel = ur
gn as in gnat = n
yrrh as in myrrh = er
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I watched most of this series of the Apprentice – and I like Sir Alan Sugar’s irascible approach; it’s definitely good TV. I always wonder about the candidates though, they seem to be lacking in one area – and one that I think is critical – customer service.

Yes, they go for the sales – but at the expense of good quality and an interest in the long term customer relationship. I was surprised that cutting corners, serving up sub-standard food, chocolate that tasted bad and selling cheap and cheerful, but quality-free, items seemed to be the order of the day throughout.

If I wrote websites that way, I would never get a referral or recommendation – and certainly no testimonials.

Sales is a process of communication and relationship management – a quick sale is a one-off. People won’t buy again if they think you’ve flogged them sub-standard goods.

The statistics have proven again and again that it costs far less to keep an existing customer than it does to find a new one – so the profit margins in one-off sales will need to be high to compensate for all that effort.

I know it’s a TV programme and it IS a one-off – but if I’d been on the receiving end of that approach I would have been less than happy.

I’d rather keep the customers I’ve got and let them bring me their associates, suppliers and their customers because they know they get good quality and good service, than keep finding new customers again and again.
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Technology has delivered a faster paced life to us all – we get information quicker and in much larger quantities, so it’s no wonder that we feel a bit overwhelmed at times?

How many people do you know who mutter about ‘work overload’, ‘not enough hours in the day’, ‘never seem to catch up’ and other typical phrases of busy people? You’ve probably uttered a few yourself – and how many time management books have you got (and probably never had time to read)?

What’s this got to do with writing copy? Well, would you rather be working late or out enjoying the sunshine? Would you prefer to sit in front of a computer or relax with your friends or family? It’s a no-brainer! Think about what you’re offering and how it will help the buyer to use their time better.

The secret is not only in explaining how much time that your potential buyer can save – but also get them to see themselves using that time in a pleasurable or more productive way.

For example: Are you slaving away over writing the copy for your website and still can’t seem to get it right? Don’t worry, you can have focused, reader-friendly and search engine friendly copy written for you in a fraction of the time it will take you to do it yourself – leaving you free to get out of the office on time, instead of staring at a computer screen late into the evening.

Your site will get more traffic, have higher retention rates and more people contacting you – and you can spend your time making your customers happy with the top class service you provide, getting more business and higher profits.
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