We now need Search 2.0, and quickly…

I clicked through to a Google map today, for an office location, only to see my screen peppered with YouTube screengrabs. Each one then linked to a YouTube clip. Fine, I guess, as after all Google does own the clip sharing site. But to me it’s also another example of Google dissipating it’s core promise of Read More

Reading is not a social activity

One of the wonders of writing for an audience is that each member of your target group is usually unaware of how many other people are reading the same piece. In fact the mark of good/great writing is that wonderfully direct link between the words on the page and the message unfolding inside your reader’s mind. Only when they Read More

Making every word count

…often means counting your words as well. “Don’t take out the odd word here or there. Take out whole sentences; whole paragraphs” stated Rudyard Kipling (former copywriter) in his advice to fellow writers. It’s still good advice. Especially when writing for an online audience. Resist the urge to drown your audience in data. Try to edit your message down to Read More

Brackets — how to use them

I was asked by a customer of our e-learning Grammar course about how to use brackets in writing.  My first quick answer is: don’t, unless you really have to. They break up sentences (you see).   They contain subordinate information, not primary information.  I often skip brackets when reading (they immediately signal that the information in Read More