Tag Archives: communication

Communications: The Importance of Proofreading Part 2

Yesterday, I received an email about an event that had previously been advertised as being about “crown funding”. As it turns out, it was nothing to do with royalty handing out wads of cash (sadly), but actually related to a discussion on “crowd funding”.  Mild hilarity ensued for a moment, and then… Continue reading

Communications: RIP “different from”

The death has not been announced of the phrase “different from” but it’s clearly a phrase whose time is up. In the last week alone, I’ve heard “different to” used by Radio 4 journalists and seen it in a broadsheet newspaper. I can’t even remember when I last heard or read “different from” in even the most erudite circles; it’s now on its final journey to wherever it is that dead phrases go. Unless breeding pairs of “different from” are found in the wild, or in captivity, it risks becoming entirely extinct (when did “gone extinct” gain currency, by the way? Such a horrible, clunky phrase – but I sense that’s a rant for another time). Continue reading

“You should follow me on Twitter here” – and why it works

When I came across this fascinating study it simply demanded to be shared, not least because Dustin Curtis’s site is a thing of beauty in itself.

Dustin’s Twitter test is an object lesson in the importance of words and phrases. This is catnip, the holy grail of copywriters everywhere: to find the perfect expression that most concisely delivers your message and maximises call-to-action response.

In the test, Dustin put various variants on the standard Twitter invitation wording to the test. These ranged from a simple statement “I’m on Twitter” (to which the obvious, snarky response is “So?”), an imperative “ Follow me on Twitter” (not bad), and the daddy of them all “You should follow me on Twitter here”.

Dustin makes a convincing case for the reason for the phrase’s success (personal address + obligation + direct instruction + location), but I think he seems to overlook what, for me, is the crucial point. Why is this phrase so brilliantly successful at achieving click-through? Because it makes the reader think they might just be missing out on something if they don’t.

And that’s the art of marketing.

In praise of enthusiasm

Over the weekend, I spent an hour trying on new walking boots. One hour, one shop, one assistant who never left my side in all that time and worked tirelessly, bringing me box after box of boots until I finally found a pair I was happy with. During that hour, she explained the pros and cons of different manufacturers, boot types, sole types and so on. She never once made me feel pressured: just concerned to make sure I got the right pair in the end. And I rely on someone who understands the importance of that decision. Walking boots are absolutely key to your comfort and safety; they shouldn’t be a spur-of-the-moment kind of purchase. Get the wrong ones and you’re likely to have sore toes, blistered heels or much worse. Like her, all the other sales assistants seemed first and foremost to be outdoors activity enthusiasts, keen to get others involved and only secondarily, salespeople.

Contrast this with a high street chain shoe store, where I’ve tried really hard to buy one specific pair of shoes. I know the style, the colour, the size – all I need is to put on both shoes to make sure they’re comfortable and then hand over the money. Not so easy. I’ve been actively ignored in 3 central London branches, twice with the display shoe in my hand, once with it on my foot. Oh yes, staff have looked right at me and met my eye – then breezed on by without giving me a chance to speak (that’s when they weren’t busy dancing to impress their mates at the till, of course). The last straw was the manager who watched me, walked away, then smiled and said a cheery goodbye as I left the shop. No sale.

This isn’t a rant against retail or even lousy customer service. Rather, it’s a rant for passion, for enthusiasm, for interest. Evangelise: tell me why your socks are the best my feet will ever wear because you’ve tried them yourself on a 50-mile trek. Show me, tell me, persuade me of your point of view. If I find your enthusiasm catching, then I’m so much more likely to buy into what you’ve got for sale. But if I think you don’t give a toss, why should I?

An iPad2 won’t make you literate

I was watching a TV ad for the iPad2. It showed a small girl using the iPad with a piece of software that was clearly based on old-school methods of teaching children how to write. You know the kind of thing, there are three guide lines and children have to make the stalk of an “h” touch the top line, the tail of a “g” reach the bottom line and all the others sit somewhere in between.

Curiously, the girl in this ad was writing the word with her finger. So, there’s no way for her to understand how to hold a pen or pencil to form the letters; to feel how different that is from simply tracing the shape with your fingertips. Nor does the app seem to teach her about word formation, meanings, spellings or even as much of a reading aid, as there didn’t appear to be any context or supporting images to help with learning.

So what was the ad trying to achieve? Its takeaway message certainly seemed to be that  handwriting is really rather obsolete now that there’s all this lovely touch-pad technology. If that’s really the case, the little girl would be much better advised to learn how to touch-type on a QWERTY keyboard (or whatever is applicable in her home country). If she learned from a young age how to use a keyboard swiftly and accurately, how much more of a help would that be with homework and in later life?

I often work with IT and other technology users, who are often highly-skilled individuals, but it still pains me to watch them doing the two-finger keyboard prod when they need to type up some actual words. When I was at school, I chose to do an external typing course, which was boring as hell, but has been one skill I’ve never regretted acquiring and I’ve always been able to use. It’s long since ceased to be seen as the sole preserve of the secretary or typing pool. Most people in office work these days are expected to manage at least a portion of their own keyboard output, whether it’s emails, blogs, documents or any other kind of electronic content. Also, as our education system increasingly relies on kids having computer access, typing essays and so on, wouldn’t it make sense for proper keyboard skills to take their place alongside handwriting lessons in our schools?

Just don’t try to teach them on an iPad keypad. When it comes to keypads, iPads are much more akin to mobile phones than to standard computers. The keypads are simply not able to respond adequately to the keystroke speed of a touch-typist. Actually, all they are suited to is the old two-finger prod. So, whilst we are happy to go on expecting ever more speed and slickness from our technology, we’re equally happy not to bother learning how to use it properly, but rather to allow ourselves to jab wildly at it with our slow and stubby fingers.

Communication: Contractor checklist

As a contractor, I’ve found that, when I go to work for a new company, there are a few simple things that the hiring company can do to make life easier for both of us. I’ve put together this quick checklist – see below or click here for a PDF version – which either the hirer or the contractor can use as a reference guide.

This list certainly requires a little pre-planning by the hirer, but it’s a worthy investment of time in the long run. Apart from any project-specific pieces, which the Project Manager should have to hand in any case, most of the information is easily replicated for each new contractor. Continue reading

Communication: Proof, if proof were needed (it was)

I took the pretty shonky little snapshot below with my phone while perched on a very narrow step outside my local branch of a well-known national bank (you know, the one with the cringe-making faux radio station tv adverts…). As you can probably work out for yourself, the picture is of a section from a careers poster. This poster has been on display for at least 6 months. I know this because I took a previous photo of it back in November that was even worse than the one I’ve included here and it’s taken me until today to get round to re-doing it & finishing this article. Continue reading