Fight the bull

Here's a great website where you can download software that will test for "bull" or jargon in your copy. This great software supplements the tips I've given on using plain english and avoiding gobbligook.

Gobbledygook manifesto

I have been wanting to share this ppt with you for ages. But I've been in internet hell for a month i.e. no broadband since August 14. Anyway, all sorted now. And now I can share this great "manifesto" by David Meerman Scott. It's a must-read for anyone responsible for writing copy for marketing materials or PR. And a great addition to the plain English campaign.

David aims to ban words such as "best-of-breed", "solution driven" and "world-class" from our writing as they are absolute drivel and mean nothing. His advice is similar to the plain English campaigners in that he recommends that we use simple language to describe our products and services. Language that everyone understands. He also highly recommends that we start with our buyers, not our products, when writing copy to show that we understand what our customers need. Complete common sense.

David's recommendations are, as you would expect, short and compelling. Click here to read his manifesto.