Simplicity. The Goal Everytime.

Think for a moment about the ways in which you interact with your customers, your co-workers, your vendors, and stockholders – via the written and spoken word. If the very substance of your messages – the actual thoughts, ideas and meanings you’re sending – isn’t clear and free of clutter, all the wireless Internet access and latest technical gadgetry in the world won’t help. Your words might still lose their impact, or worse, be misunderstood.

Having command of our tremendous English language is a great tool. But using every vocabulary word you know in every sentence… is not.

In an amusing scene from the first installment of the “Pirates of the Caribbean,” a governess kidnapped aboard a pirate ship begs her captor, Captain Barbosa, to release her. The ruthless pirate deftly replies, “I am disinclined to acquiesce to your request…That means no.”

Albeit without pirates, here’s another example of simplifying:

Before: The maintenance of simplicity and the avoidance of circumlocution will enable your readers to achieve improved comprehension.

After: If you write in a straightforward, direct manner, your readers will understand you.

As William Zinsser explains in his classic 1980 book, On Writing Well: “Clutter is the disease of American writing. We are a society strangling in unnecessary words, circular constructions, pompous frills and meaningless jargon…”

Clear, effective copy is that short piece of written craftsmanship that propels, promotes and defines.* We’re talking about crystal clear messages.

Says Zinsser, “Perhaps a sentence is so excessively cluttered that the reader, hacking his way through the verbiage, simply doesn’t know what it means… Very few sentences come out right the first time, or the third. Keep thinking and rewriting until you say what you want to say.”

Today’s businesses – from the smallest start-up to the largest conglomerate – more than ever must use direct and right-to-the-point writing to reach their targeted audiences for a range of purposes:

► Sales and Consumer Relations

► Promotional Campaigns

► Investor Relations

► Web Site Content

► Motivational Speeches

► Multimedia Presentations

► Oral and Written Proposals

► Scriptwriting and Broadcast

► Public Service Announcements

An experienced copywriter can work closely with you or your management team to bring fresh ideas and a straightforward, unbiased perspective to your writing projects.

Zinsser says it best: “Writing is hard work. A clear sentence is no accident.”