Lucid Lingo
Communicating... in plain English
Lucid Lingo
Posted on April 11, 11 by Gary Chow | No Comments » | Tags: active writing, conversational tone, direct copywriting, personal copywriting
I used to edit and proofread technical reports written by environmental scientists. What struck me was how formal and passive the writing was. Their reports were full of passive sentence constructions such as ‘the writer believes’ or ‘it is thought’. And instead of referring to the reader as ‘you’ they’d refer to them using their [...]
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 [...]
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