Tag: clear purpose


Boil it down

Posted on March 14th, by Thomas Heath in writing. Comments Off on Boil it down

Thanks Edward for putting us on to this old-school newspaper editors’ mantra for writers. All sing along now…

If you’ve got a thought that’s happy,

Boil it down.

Make it short and crisp and snappy,

Boil it down.

When your brain its coin has minted,

Down the page your pen has sprinted,

If you want your effort printed,

Boil it down.

Take out every surplus letter,

Boil it down.

Fewer syllables the better,

Boil it down.

Make your meaning plain.

Express it so we’ll know not merely guess it;

then my friend ere you address it,

Boil it down.

Cut out all the extra trimmings,

Boil it down.

Skim it well, then skim the skimmings,

Boil it down.

When … Read More »



How to write short, shortened

Posted on April 15th, by Thomas Heath in writing. Comments Off on How to write short, shortened


Older people write better digital content

Posted on February 2nd, by Thomas Heath in writing. 2 comments

I’ve just turned 41. I played football on my Birthday, ruptured my Achilles tendon and now I’m here with my leg in plaster. So I thought I’d mention one benefit of getting older.



Why communication failure is an unaffordable risk

Posted on November 7th, by Thomas Heath in writing. Comments Off on Why communication failure is an unaffordable risk

Too many financial institutions are failing to turn the mistakes of others into lessons of sound governance. So what’s missing from the myriad rules designed to safeguard this industry? Only clarity and wisdom.

Your message read: send three and fourpence we’re going to a dance! No, we definitely said: send reinforcements we’re going to advance!

Since 1763 there have been 22 seminal economic crises. The Wall Street Crashes of 1929 and 2008 are stark examples. All have been caused by sudden changes of expectations, sending a glaring signal that the corporate mindset should be trained to anticipate and pre-empt.

But the signal hasn’t been getting through. Perhaps Mark Twain was wrong and lack of communication, not money, is the root of all evil. Gordon Gekko may claim that greed is good, but like all tunnel vision, it’s dangerous.

Ask Ivan Boesky.

There are 5 million … Read More »



How to explain first time

Posted on July 5th, by Thomas Heath in writing. 1 Comment

‘If you’re explaining you’re losing.’ That phrase recently came out to bite President Obama, after he gave a 17-minute answer to a short question about healthcare and taxes.

Healthcare and taxes, human rights, banking, the environment … too many of the most vital messages get beached like whales in our attention deficit disordered world. People have to understand first time. Get it? Got it. Good. If not, you lose.

To avoid losing, answer these questions before you try to explain:

1. Who cares and why?
2. How will I make a difference?
3. What’s the big idea?

We use this approach for scripting everything except Post-it notes. You can too.

Step One: Who cares and why?
Who’s your audience? What are they thinking? And why exactly would they be interested in you? Great if you know these people as individuals. If not then imagine them into life — … Read More »



How computer code can improve your writing

Posted on June 1st, by Thomas Heath in writing. 2 comments

As a writer, more and more of my words are published online. The more I work with web developers and designers, the more I see of the dark arts of coding. And do you know what? Writing code is just the same as writing words.

Developers and writers are doing the same things – the only difference is that while I want to communicate clearly to my reader, my developer is communicating with a web browser. Either way, we’re both using language to create specific outcomes.

Not convinced? Well, let me give you a few things that a good writer can learn from their web developer:

1. Know your outcomes

When a developer starts writing a piece of code, they’ll always have an outcome in mind.

They might be adding a sign-up box to capture email addresses. They might be adding more navigation links to a … Read More »



Why you should start at the end, and why we don’t

Posted on November 20th, by Thomas Heath in writing. 11 comments

Remember science at school? That’s where I learned to dice rats, mix volatile substances, handle electric shocks and melt biros with a Bunsen burner. It’s also where most of us were conditioned to save the main point until last.

Writing up experiments was always the same: start with objectives, talk through the method (saying ‘this was done’, never ‘I did this’), set out the results, analyse them and … finally … give your conclusion. It was similar but more vague for essay subjects: start by saying what you’re going to say; say it, then say what you’ve said.

This format is ideal for Teacher, who already knows the conclusion and wants to see how well you’ve understood.

(Heath! See me about the Bunsen burner…)

But in the real world our reader won’t know the answer until we tell them. And they need to be told … Read More »