Archive for the ‘How not to write’ Category

Marketing segmentation: how not to do it

Wednesday, January 27th, 2010

You! Yes, you! You want a celebrity body, don’t you?

celeb_body

Look at that gorgeous girl above – isn’t that a body that screams POWER!!
celeb_back

What’s that? You’re over 55? Oh, I’m sorry, we’ve got a different leaflet for you. Here, take this one:
oldie_cover
Yes, yes, I know most women under the age of 30 would kill for Helen Mirren’s abs, but this leaflet’s much more suited to someone open quotes young at heart close quotes.

We really want you to know that we’re prepared to embrace you into our community. Especially someone as ladylike/gentlemanly as you.

Look, we’ve even gone so far as to crack open the big friendly hand-writing font from our folder marked “patronising community engagement ideas”.

See that old girl on the front – it changed her life (what little she’s got left of it, of course).

Not convinced? Read on:
oldie_inside1
Social interaction – imagine that! After all, being an unfit old crone really chips away at your confidence, doesn’t it? Especially when all your friends have died!

There’s more! In fact, it deserves another friendly font and lots of exclamation marks!!!

oldie_inside2

Everything all right, dear? I SAID, EVERYTHING ALL RIGHT DEAR?

WHAT’S THAT? HELEN MIRREN, YOU SAY? YES, SHE’S A NICE YOUNG LADY, ISN’T SHE?

Harvard: where managers learn to speak like that

Wednesday, September 16th, 2009

I’ve always been suspicious of management theory. As someone who spent six long years doing a properly researched PhD at a properly old university in a properly useless and obscure subject, it’s hard not to find all those pseudo-academic, multisyllabic explanations of how to get stuff done at work faintly ridiculous.

So you can imagine how thrilled I was when a reader alerted me to the following publication, created in affiliation with the business school of one of America’s top universities:

HarvardBusiness

Regular readers will spot at least three words and phrases in there that have already appeared on my long list of words that should be banned. So let’s dispense with them first, shall we? They are:

Impact (verb) – as you will know by now, most of the time this word is used by people who are too lazy to learn the difference between “affect” and “effect”.

Bandwidth – a silly piece of corporatese, rescued in this instance only by the provision of a definition. Better still, for those of us who like to laugh at the more ridiculous examples of the office lexis, said definition doesn’t disappoint. Bandwidth, it turns out, is “your repertoire of techniques for moving adaptive change forward in your organization”. So now you know.

Key learnings – corpspeak for “important lessons”, which elicits in the reader the “key learning” that the user of the phrase “key learnings” is semi-literate at best. (Heck, even as I type, my autocorrect wants to stick an apostrophe in the non-plural that is “learnings”).

But there’s still more to savour in this wonderfully ridiculous piece of copy. Take the whole concept of “adaptive change”, for a start. I’ve no idea what “adaptive change” is – let alone what it means to “lead” it or to “move it forward”, but I strongly suspect it to be tautological.

And while we’re on the subject of tautology, does anyone else detect repetition in the phrase “the self-imposed limitations you place”?

But you’ll probably forgive such linguistic indiscretions, under the flattering gaze of three authors who are able to perceive the “complex system that is you”. I can’t decide if this phrase sounds new-agey (a reference to your chakras, say) or pseudo-biological (an allusion to the links between your gut and your liver and the fine balancing act performed by your kidneys, perhaps).

I wonder if it’s the latter, given that the guide being described will enable you to “diagnose” your “repertoire of techniques”. What, you’re still talking about your “skill-set”? The corporate idiom has moved on, my friend. You’re an artist now – the Maxim Vengerov of office life – with a whole “repertoire” at your disposal. It’s just a shame that in this mangled mixed metaphor your repertoire, unlike Vengerov’s, has also become a disease.

Never mind, at least you’ll be able to draw on techniques that “span the spectrum from graceful and inspired rhetoric to in-your-face confrontation”.

For what better way to engage your colleagues in the process of adaptive change than by terrifying them with your schizophrenic ability to flip between a sweet-tongued Cicero, always ready with an inspiring aphorism about adaptive change, and an effing and blinding bully trained in the management school of “just do it because I said so”.

But, as the authors argue, changing the world – and people’s familiar reality – is difficult, dangerous work, requiring you to get outside your comfort zone.

Perhaps my PhD was the easy option after all.

Introducing the edible typo

Thursday, September 10th, 2009

It’s one thing to let a spelling mistake creep into a typed document, but quite another to go to the trouble of baking a cake, covering it with marzipan and carefully icing the thing – only to pipe some garbled message on your lovingly crafted creation.

To see what I mean, do check out the latest post on the truly wonderful Cake Wrecks blog.

Bad copy never tasted so good!

Too much talking and not enough listening

Monday, August 10th, 2009

The page below looks nice enough, doesn’t it? But read the text closely and you’ll see it’s a great example of how not to talk to your customers.

talkingtesco

Here are the comments I feel like writing in the box. (more…)

Why your employees aren’t exactly delighted by the idea of “customer delight”

Monday, August 3rd, 2009

On Friday, I met a friend of a friend whose new CEO is big on “customer delight”. This friend of a friend didn’t seem wholly convinced by the idea – and you can kind of see his point.

Do customers really expect to be delighted these days? Are they disappointed when merely satisfied? (more…)

Why you’ll never find a hedge fund called Bob

Thursday, July 30th, 2009

I’m reading a book about finance at the moment and in it I came across a hedge fund called:

The High-Grade Structured Credit Strategies Enhanced Leverage Fund

Quite a mouthful, eh? (more…)

How not to write a job advert

Tuesday, July 28th, 2009

A reader forwarded the following job advert to me. I believe it to be genuine, so if you’re interested, let me know and I’ll put you in touch with him.

Reporting directly to the CEO, and functioning as critical member of the global senior leadership team, the MD-Sales, Europe (MDSE) will assume a key leadership/transformational role in the organization. He/she will directly manage, upgrade and continue to build out/enhance a European sales team (provide leadership, direction, coaching, mentoring, sales discipline, team building etc.). Individual will, also, educate and train European staff members (sales and delivery/operations) to embrace and execute against an evolving, transformational shift in go-to-market strategy. Acting as the Company’s external thought leader, spokesperson and evangelist for the European community, the MDSE will clearly and inspirationally articulate and promote the Company’s innovative vision and messaging in order to build awareness and ongoing traction in the marketplace.

I’m so glad this a job that I’m singularly unqualified to do. (more…)

The Big Cliché

Thursday, July 23rd, 2009

Organising a campaign? Want to get everyone involved? Keen to sound inclusive, exciting and a little bit down with the kids? Not sure what to call it? Why, just add to the list . . . (more…)

Strapline clichés to avoid #3: “working together”

Wednesday, July 22nd, 2009

Read the strapline attached to any branch of local government or publicly funded service in the UK and you’ll soon realise just how much touchy-feely teamwork is involved in bleeding you of your hard-earned taxes. (more…)

Strapline clichés to avoid: the alliterative triplet

Wednesday, July 15th, 2009

Need to come up with a strapline that really sums up your company? Think carefully before going the way of the alliterative triplet.

Alliterative triplets are straplines where three words are chosen not because they capture the very essence of the brand they describe, but because, well, they just happen to share the same initial letter.

They’re the corporate equivalent of the bad poem that rhymes for the sake of it. (more…)