Sounds Good on Paper

Emma De Vita reviews Roger Horberry's book about the importance of language.

"Yoda, the diminutive Jedi master from Star Wars, had a real way with words," says copywriter Roger Horberry, the author of Sounds Good on Paper.

The little guy was particularly adept at "figures of speech" - creative turns of phrase that give words more colour, emphasis and impact.

Why should you be more like Yoda? Because using language effectively can make the difference between a boring, run-of-the-mill written communication and inspiring and persuasive writing. This is particularly important if you are responsible for marketing materials aimed at potential donors, but it also matters on a smaller scale: the emails you send are a reflection of your managerial ability, so it pays to use your words wisely.

So how do you go about making the mundane marvellous? One of Horberry's tricks is to make the most of striking imagery - something that similes are good for. Try this one by Truman Capote: "Venice is like eating an entire box of chocolate liqueurs in one go." Or you might have been accused of "running around the office like a headless chicken".

Include a little more of this kind of thing in your everyday written communication and wait for impressive results.

- Emma De Vita is books editor of Management Today.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in
Follow us on:

Latest Jobs

RSS Feed

Third Sector Insight

Sponsored webcasts, surveys and expert reports from Third Sector partners

Markel

Expert Hub

Insurance advice from Markel

Charity property: could you be entitled to a huge VAT saving?

Charity property: could you be entitled to a huge VAT saving?

Partner Content: Presented By Markel

When a property is being constructed, VAT is charged at the standard rate. But if you're a charity, health body, educational institution, housing association or finance house, the work may well fall into a category that justifies zero-rating - and you could make a massive saving

Third Sector Logo

Get our bulletins. Read more articles. Join a growing community of Third Sector professionals

Register now