What is English?

Recently, we’ve been working for several clients who have widely differing views of the English language as used in business.

First, there’s the client who prefers heavy punctuation with commas, semicolons and other marks used at every possible opportunity to help the reader fully understand the message in the text.

Then there’s the client who prefers minimal punctuation, which leads the reader to stop frequently because it’s not always easy to understand what is being said.

There are advantages and disadvantages to both approaches. Heavy punctuation can help to ensure the meaning is understood, but can get in the way. Light punctuation keeps the text uncluttered, but can hinder understanding.

The whole point of punctuation is to guide and help the reader. Surely, the best approach is to use sufficient punctuation to enable the reader to read at a good speed and to understand what is being said.

Writing for business usually requires the message to be understood fully, quickly and easily. The best way to achieve this is to put personal preferences aside and use only the punctuation that the readers needs, because if the reader can’t understand the writing, it’s a waste of everyone’s time.

Robert Zarywacz

Communication overload causes confusion . . . and prevents understanding

We all suffer from it, because modern technology has increased the quantity and frequency of the communications we receive, while traditional editing skills have been largely forgotten.

When we are overwhelmed by so much irrelevant information, we miss or misunderstand those messages which are important to us.

Every wrong piece of information costs you time, money and reputation:

  • A wrongly delivered product requires you to collect and replace it.
  • A wrong meeting date wastes your time and travel.
  • An unclear press announcement attracts enquiries from the wrong audience – who have no interest in the products and services you provide – while missing the target audience who do want what you offer.

As a result, service suffers, product quality plummets, reputation tarnishes and customers shrink away.

Make yourself understood . . .

. . . so your business runs more smoothly.

Precise and accurate messages enable your people to work more effectively. They reduce your costs and increase quality, because everyone understands what they do and why they do it:

  • The right product is delivered first time to a satisfied customer.
  • You arrive for your meeting on time in a confident frame of mind.
  • Your press announcement attracts the enquiries you want.

Your service is seamless, your products are perfect, your reputation shines and your customers multiply.

Speak clear messages . . .

. . . so that every audience you reach understands you in whatever medium you use:

Employees – are motivated by your newsletters, intranets and all other forms of internal communication.

Departments – work together more effectively with less friction, because everyone understands the importance of good inter-departmental relationships to the overall success of your organisation.

Partners and suppliers – understand your vision and their role within it, so that all your collaborative activities succeed.

Customers – understand who you are and why you are important to them – through your newsletters, speeches, press releases, presentations, web sites, sales letters and face-to-face contact with your people.

Business is understanding . . .

. . . what each of your audiences wants and communicating effectively, so that everyone understands everyone else clearly.

Speak less, say more . . .

. . . with effective, professional written and spoken communications from Zarywacz.

We focus entirely on your message – whether it’s a short sales letter or a company-wide communications programme – to ensure that you are understood.

We aim to reduce the quantity and length of your communications to make them all shorter, sharper and more easily understood – to save your time and money, enhance your reputation and boost your success.

email: hello@z2z.com
Telephone: 0333 0444 354