Saturday, March 6, 2010


Words explaining organizations, words used for identity frameworks, words put together for slogans, words combined to form sentences for speeches, words carefully chosen for winning proposals, words converted to code and displayed on web sites, words used to draft scripts, complicated words converted to plain language. We’ve focused on words for over twenty years crafting them into sentences in support of our client’s communications and outreach.
Choosing effective prose and the proper words to define for people ideas like authenticity, expertise and innovation are a core competency and baseline for proper communications. gordongroup’s writing team has performed a dual role including setting our standards for all the corporate communications we pump out to our stakeholders and clients combined with preparing manuscripts and copy and integrating those words into our product. Our product of course is relayed to the wider market. Very often words become iconic and core constructs of our clients brand.
The commitment to clear and accessible communications using words has been central to our organization driving our competitive position in the market.
We recognize that proper writing and use of words will provide measurable value and greatly improve the success of campaigns.
I’ve been taking a writing course for last couple of days and the experience has been quite interesting and a welcome change from my usual routine. I’ve been with a group of people engaged in learning writing techniques here in Chelsea taught by Brian Doyle. His focus has been on practical writing techniques and basic understanding of structure and other tips.
A simple tactic that he offered in the three-day course I will offer here. Brian Doyle referred to this technique as a means of creating a structure or vessel for the individual writer to fill in with words. The idea is to start the prose with a sentence that sets the basis for a framework.
The first sentence everyone writes together and it unfolds as follows.
A ________ _________ stood in the doorway.
The writer establishes the character of the story by filling in the blanks. Once the character is established the writer has to follow the structure indicated.
  1. Height & Sex
  2. What held
  3. Hair
  4. What worn
  5. How moved
  6. What capable of
  7. Name
  8. Face
  9. Voice
  10. Hands
So the rules are set and we’re instructed to proceed to write the story.
Not only is this great fun but also a direct tap into right brain creativity.
I suggest readers give it a try….

A thin short man stood in the doorway.
Once he entered the room he produced a flute.
His hair was long and silver he wore a costume with sequins, tails and pointed blue boots.
He waited two steps inside the door for a moment then sprang into a dance spinning around and flowing to the sounds of his flute.
His name was Bernie Blast.
He had a face that was etched with wonder and mystery.
His voice when he spoke resonated with a magical softness that was as calm and reassuring as night and day.
His hands moved dreamlike on the flute it came alive with happiness.

Storytelling and clear writing is an area that is central to successful communication and brand leadership. Learning techniques that enable better use of words or offer structure for establishing characters or dialogue all contribute to more meaningful and improved understanding.
The expectation from clients for the right choice of words is prevalent across all forms of media. I believe now more then ever in the online space. We’re witnessing an upside on broadcast production for the web with scripts, branded video and even brief quips using micro media interfaces such as twitter.
Your choice of words are essential ingredients to your brands success.


stever said...

I can see this as a great tool for young developing brains, like the one in my 8 year old daughter.
It may knock some of the rust off mine as well.
Steve Richardson

Heather said...

So well written and, also, so generous of you to share with an audience. Looking forward to hearing more WORDS from you. Heather

Anonymous said...

I appreciate the value you attach to words. They're what give voice to ideas, stories and all our communications.