Scott's Blog - Page 53 of 59 - Scott Flood Writing

UNCLEAR ON THE CONCEPT – OR THE WORDS

April 22, 2010 by Scott Flood

In a recent blog entry, I mentioned an experience in which a client insisted a word that I used really didn’t exist. After writing that, I remembered writing a brochure for an apartment developer, in which I mentioned that the centralized recycling program would “minimize the project’s environmental impact.” “OH, NO!” the client’s manager yelled. “It should … Read more

A COMPLEMENT OF COMPLIMENTS

April 20, 2010 by Scott Flood

Rarely have I encountered clients who become furious over word choices, but it does happen. I was working on an ad for a company in human resources, and used the phrase “to complement your staff.” Upon reviewing it, the client changed the largest word in that sentence to “compliment.” I changed it back, and the client took a vertical leap into his ceiling.

SKIP THE SHORTHAND

April 15, 2010 by Scott Flood

A local car repair job has one of those changeable signs, and this week they were promoting a special on something called LOF. I’ve eaten lox, but not lof. Or maybe it’s an animal of some sort.

DO YOU PARLEZ-VOUS?

April 13, 2010 by Scott Flood

People like to stick foreign-language phrases and expressions into copy because they think it makes them appear to be intelligent and sophisticated, n’est-ce pas? And it can, except when they either don’t understand the phrase or are unable to spell it correctly.

MOLLY & BUSH’S MANHOOD (RATED PG-13)

April 8, 2010 by Scott Flood

Used book sales are one of the joys of life, because they appeal to two corners of my personality – the reader and the cheapskate. A recent find was a collection of Molly Ivins’s best columns. A native Texan, Molly was one of the sharpest, most fearless, most acerbic political writers of our time, and wherever she is, I’m sure she verified that there was a source of good bourbon before she agreed to go there.

In a column written during then-Vice President Bush’s 1988 presidential campaign, she recounted his tendency to activate his mouth in front of reporters before his brain was fully engaged (an affliction that must have been genetic). It’s a cautionary tale for politicians and writers alike about choosing your words and expressions most carefully.

A GHOST OF A CHANCE TO PROMOTE YOUR ORGANIZATION

April 6, 2010 by Scott Flood

Looking for a new way to promote your organization and build credibility among your audiences? Perhaps you need to find a ghost. No, I’m not suggesting you tag along with Scooby-Doo and Shaggy to a creepy island (besides, we know that the caretaker did it). Instead, consider the marketing value of ghostwritten stories.

KIDNEY THIEVES, TOILET SPIDERS AND SHORT COPY

April 1, 2010 by Scott Flood

Did you know that medical students are drugging visitors in a popular tourist spot and stealing their kidneys? Or that the toilets in a major U.S. airport are teeming with venomous spiders? Or that people don’t read anymore, so you need to keep your copy as short as possible?

MEANINGFUL IS FAR MORE POWERFUL THAN POWERFUL

March 30, 2010 by Scott Flood

Think that sending a more powerful message is the best way to get a rise out of your audience? It isn’t. Power focuses on the message, while the most effective communication focuses on the audience.

What people call “powerful” is often a form of communication by intimidation — and typically offers little more than puffery that people see right through. So much so-called “powerful” language has actually become trite, meaningless, and just plain weak through overuse.

YOU REALLY SHOULDN’T BE WRITING YOUR OWN COPY

March 25, 2010 by Scott Flood

No, I’m not questioning your ability to write. I’m suggesting that it may not make sense for you to handle your own writing projects. Why? Several reasons:

WANT TO BE LOUD AND CLEAR? WRITE FOR THE EAR

March 23, 2010 by Scott Flood

People accustomed to writing for the eye often don’t realize that writing for the ear demands an entirely different approach.