PADDY O'CONNOR

Words that work

Phone +44 (0) 207 359 9272
Email paddy@paddyoc.com

How to deal with sceptics

There are those who will scupper any plans to change the way they write

Give them the evidence. It's the only thing that works. Take a sample of their writing and rewrite it
(or get me to).

Whatever your organisation, there will always be a few who will resist any change to the way they write. They will accuse you of dumbing down and over-simplification.

These people divide into three camps:

  1. There are those who feel that their livelihood depends on people believing that what they do is so complicated and impressive that what they do cannot be translated into plain English.
  2. Then there are those who won't admit it but don't understand what their colleagues do sufficiently well to write about it. It's far easier to create a fog of abstract nouns than it is to explain matters in words of one syllable.
  3. Then there are those who regard any form of writing as a perilous test of their ability to avoid saying anything that might return to haunt them. So they string words together in a way that says absolutely nothing.

Give sceptics the evidence, so they can see the difference.

A problem I solve

Recruitment campaigns

‘... and the successful candidate will have excellent communication skills’

Thumb through recruitment brochures and hunt down the online ads and how many sound the same? Even lowly jobs require 'a good degree and excellent communication skills'. Communication skills?

Too often the copy written to attract the brightest and the best makes you sound pompous, the job dull and the successful applicant a genius. And then you wonder why you don't receive the response that you wanted.

Think why someone good might not apply.

To read copy that attracts must- have applicants, contact me.