Someone called me that today at work. Well, via the gift of instant messenger to be more precise, as I was working from home today. It was meant as a compliment, and came from a colleague who has benefited from my wordsmithery, plain English, punctuation and spelling expertise on a number of occasions.
I liked it as a term of endearment, it’s not a bad nickname, and I’ve been called plenty worse in my time. As Romantic Poets go, I’m much more of a Coleridge man myself, although Wordsworth did apparently contribute to my favourite stanza of “The Rime of The Ancient Mariner“, thus:
“I fear thee Ancient Mariner, I fear thy skinny hand/for thou art long and lank and brown, as is the ribbed sea sand.”
What are words worth?
But it got me to thinking. What are words worth? Do people value them? And if so, how highly?
This is a subject close to my heart at the moment. I’m currently on the cusp of transitioning from full-time employment as a writer into the wonderful world of freelance business writing. It’s a very exciting experience, if a little daunting, but I am sure it’s the right thing for me. However, it has forced me to do some serious thinking about what my words are worth, and to put a value on them. For the first time in my career I have had to look at my skills in a new way, been forced to recognise the true value of what I do and then put a price on it. It felt really weird to do that. Especially as you naturally need to charge more on a freelance basis than you would as an employee.
I’m a very good writer – so people tell me! I have a lot of experience and plenty of practice of writing across a whole range of styles for a host of different audiences on a variety of diverse topics. But I think I took those skills for granted and assumed that they weren’t out of the ordinary. Everyone can write, I thought. This is clearly not the case. The freelance writing community wouldn’t even exist if that was true of course.
What has been revelatory and very encouraging to me during the past week though, is that there are plenty of businesses, organisations and individuals who really value the expertise of professional writers and are prepared to invest in those skills. Thankfully there are plenty of people out there who are great at growing their businesses, but recognise that they need a little help with getting their message out to their customers and beyond. And that’s where we come in.
A community of talent
I say ‘we’, because something else I’ve been particularly conscious of and grateful for this week, is that I am not alone. There is a lively community of hugely talented, enthusiastic, creative writers out there, doing fantastic work. Joining 26, an association of professional writers, has been a very positive experience for me and given me access to useful resources (cracking books on copywriting by John Simmons and Roger Horberry) as well as introducing me to some very helpful people (Tim Rich for starters). And taking the plunge into the Tweetosphere in the past week or so has made me very conscious of just how many like-minded, witty, creative souls are out there making their living through words. Today I stumbled across the tweetings of Clare Lynch (@goodcopybadcopy) and was excited to discover someone equally passionate about good quality, accurately written business copy with a sharp sense of humour.
So, some people really understand what words are worth and are prepared to pay a competitive price to secure the talent to write the copy they need to sell their products and services and engage and enlist their customers.
Cant spel, wont spel
But what about the ones who don’t really care? Who place little or no value on the accuracy of their writing, and seem to have no understanding of the effects that has on their corporate brand? More (April) Fool them. There seem to be a lot of people out there, and a surprising number of them in the corporate world, who think that proper spelling and correct usage of punctuation is unimportant (it almost killed me to put that heading in). Their argument tends to be that nobody worries about that sort of thing these days, apart from the pedants or the syntactically obsessed.
Customers’ expectations of service standards have never been higher – most consider great service a basic human right – and they have never had more channels to vent their collective spleen if they are treated badly. Most businesses would never dream of taking a half-hearted approach to their product range, delivery systems or even the telephone skills of their customer service staff, so why are written communications not treated with as much care?
Whilst there’s little empirical evidence to suggest that customers are leaving a company or supplier in their droves because of a spelling mistake or a misplaced apostrophe, a consistent lack of attention to detail in corporate communications will definitely have a long-term impact. We are not yet a nation of complainers, and we do tend to have a lot of patience with poor service, but surely it’s not just the professionals amongst us who wince when they see a badly spelled, mistake-ridden website, email, leaflet or brochure.
What’s your reputation worth?
Accuracy costs nothing. Apart from a little time, care, and possibly a few quid judiciously spent on employing a professional to supply just the right words. However, consistent inaccuracy as a result of disdain for correctly punctuated, well presented English could cost a brand their reputation. I surely can’t be the only consumer out there who thinks “if they can’t get a few sentences of text right, what chance have they got of providing a high quality service?”.
I’m proud to be a ‘Wordsworth’. I appreciate the beauty and the power of words, and understand their impact. And I care enough to use them properly.
I’d sum up my thinking on this subject as follows:
They say: “I never know where to put an apostrophe, so I don’t bother. Who cares if I get it wrong?”. I say: “I’m the same with decimal points. My day rate is £25000.00.”
What do you think? Do you care? Does accuracy matter in the age of txt-spk?
Answers in a comments box please ……