Writing Tips: Marketing

Grant Feller, content consultant

The real value of LinkedIn

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Microsoft has just made one of the boldest moves in its history by spending more than $26 billion on LinkedIn. The acquisition means Microsoft can embed LinkedIn with Skype, its email system and other Microsoft enterprise products so that, in the words of one Silicon Valley expert, it will be able “to recreate the connective […]

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clarity - writing and communications experts

This one weird trick will change how you write forever!

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I apologise. I have oversold myself with that headline. But I bet you couldn’t wait to click and find out what the trick was. Well, you’re not the only one. Sites like Upworthy have started to forego search engine optimisation in favour of writing headlines that people want to click on, known as “clickbait“. The […]

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An advert that’s giving me a headache

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When I saw a particular advert this morning, I was tempted for the first time in my adult life to vandalise a poster. If, like me, you’re a bored train commuter, perhaps you recognise the following: “This is for those who take their own route. The ones whose spirits can’t be dampened, even by the […]

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Abbreviations can make things longer

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Everything Everywhere is the name for the joint venture between Orange and T-Mobile, but that’s about to change. It’s going to become EE, following other companies in ditching words in favour of letters. PricewaterhouseCoopers would rather you thought of it as PwC and Marks & Spencer is slowly moving to become M&S. Even BT hasn’t […]

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PIIGS might not fly, but BRICs can

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If you’ve been anywhere near a paper or television at any time in the last eight or nine months, you will have heard something about problems in the Eurozone. While the last major financial crisis left us with a lot of complicated jargon to digest (can anyone remember the difference between a CDS and a […]

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Accuracy matters

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I came across this page: http://www.eusprig.org/horror-stories.htm the other day. It’s a long list of instances where mistakes caused by single keystrokes in spreadsheets have caused losses of millions of pounds or, in the case of the 2012 Olympics, the selling of 10,000 non-existent tickets. For anyone who wasn’t already convinced, this shows it’s worth having […]

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A beginner’s guide to search engine optimization

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The world of the internet is ruled by search engines. Your writing might be lovely, but it’s a shame if nobody reads it. How do you ensure that you appear high up in the search engines’ results list? Well, to put it simply, you can’t. The big search companies, Google, Yahoo and Microsoft’s Bing, offer […]

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Delivery mania

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What is it with delivery? Why do people think this word solves everything? A few years ago the word was solution – a word that might more reasonably be thought to solve things. Now everything has to be delivered – even things that can’t be. You can deliver a report, by all means, but how […]

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Lucy Kellaway and the Customer Journey Re-engineering Manager

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Forgive the Harry Potter-inspired title, but perennial Clarity heroine Lucy Kellaway is on the BBC’s website today, suggesting that one of the reasons Apple has been more successful than Microsoft recently is they use language better. You can read the full article here: http://www.bbc.co.uk/news/magazine-11811150 I have to agree with Kellaway. Reading through Microsoft’s IE9 Product […]

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