Lucid Lingo
Communicating... in plain English
Lucid Lingo
Posted on April 4, 11 by Gary Chow | 1 Comment » | Tags: copy, information sharing
Once upon a time I was a corporate warrior; worked in an industry where rather aggressive selling practices were the norm. I was a marketing manager and was exposed to the ways of the sales force. I recall one of the maxims held dear to the heart of sales agents was to ‘sell the sizzle not [...]
Posted on August 16, 10 by Gary Chow | No Comments » | Tags: about us page, avoiding gobbledygook, copywriting, web content, Web copywriting, web design, website content
Some time ago I thought I’d give speed dating a try. I was curious and figured I’d add it to my life experiences. If you’ve tried it you’d know how it works. You sit and chat with one person for a few minutes until a bell rings and you move onto the next person. At [...]
Posted on August 7, 10 by Gary Chow | No Comments » | Tags: copywriting, internet articles, inverted pyramid, news, reporting information
On the web, readers are a impatient lot. We want articles to get to the point quickly. This is why you should write like a reporter, using the inverted pyramid method, leading with the primary point right up top and then adding supporting and background information in descending order of importance. The key questions: who, [...]
Posted on May 25, 10 by Gary Chow | No Comments » | Tags: facebook, information sharing, Social media, web content
If your boss comes to you and asks ‘reckon we ought to get into social media?’ how would you answer? Rather than look like a stunned mullet, say ‘yes’ and put forward the following reasons: Spread your reach on the world wide web. The more websites your business is on and the more web content [...]
Posted on May 20, 10 by Gary Chow | No Comments » | Tags: buzzwords, meetings
Meetings? I loathe them. The corporate types I mean, not meetings with friends or with clients, those kinds are generally useful and rewarding. Most meetings held in large corporations are a complete waste of time, typically arranged by a nabob who loves the idea of meetings to ‘touch base’, to provide a ‘heads-up’, to talk [...]
Posted on May 19, 10 by Gary Chow | No Comments » | Tags: plain English writing
I sometimes come across a webpage where the important content is hidden below the ‘fold’. The fold is an old newspaper term which dictates where the paper is folded. In a broadsheet newspaper, the mast-head, headlines and key news is ‘above the fold’. On a computer screen, the fold represents the imaginary line that divides [...]
Posted on May 18, 10 by Gary Chow | No Comments » | Tags: copywriting, engaging headlines, subheadings, web content, Web copywriting, webpage headings
One of my favourite headlines read ‘Headless body found in topless bar’. Now that’s an attention grabber, wouldn’t you say? Few who read this headline would have ignored the article that followed. Good headlines are vital in newspapers and magazines. In fact, copy editors spend most of their waking hours pondering clever, witty and meaningful [...]
Posted on May 14, 10 by Gary Chow | No Comments » | Tags: blogging, branding, copywriting, Social media, website content
I love reading blogs on the Internet. I have a number of favourites that I consume voraciously on a daily basis, on topics that matter to me: music, sports, travelling, social media and my work. But I must confess I am a latecomer to blogs, having only ‘discovered’ them in recent times even though they’ve [...]
Posted on May 14, 10 by Gary Chow | No Comments » | Tags: copy, copywriting, Marketing, web content, Web copywriting
When people ask me what I do for a crust and I answer, ‘copywriter’ the response I often get is: ‘so what is a copywriter?’ Typically, I say that a copywriter is simply a fancy term meaning ‘I write stuff’ for publication. The word ‘copy’ refers to the ‘stuff’ or the set of words, whether [...]
Posted on April 22, 10 by Gary Chow | No Comments » | Tags: branding, Marketing, web content, Web copywriting, web design, website content
The other day I wandered into the new Apple computer store which recently opened in the Brisbane suburb of Chermside. I’ve got to tell you, the first impression you get is ‘wow!’ There are Apple stores all over the world, at last count 283 including 6 in Australia. So I guess there are many just [...]
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