Rob writes

Writing by numbers

September 8 2009 · 11 Comments

numbersJane Penson has written an interesting blog about the Flesch reading ease index. So interesting in fact, that I’ve spent a large part of my lunch hour working out how ‘readable’ my own writing is.

The Flesch index is a formula that decides how easy it is to read your work. The formula is based on the length of your sentences and the number of syllables in each word – fewer words and fewer syllables equals easier reading. If you’re interested, there’s lots more info about how it works here.

The formula produces a score out of 100, with a score of more than 40 being reasonably clear. Maths enthusiasts may enjoy working out the score for themselves, but Microsoft Word will do it for you. Just select Tools > Options > Spelling and Grammar and tick the Show readability stats box. Your Flesch score will then appear after you’ve run a spelling and grammar check.

The good news for me was that a couple of pieces chosen randomly from the Carphone help section did well. This page explaining how broadband works scored 71.4, while this one about online billing got 73.1. According to Jane’s blog, a typical article from The Sun scored 62. As we’re using simpler language than Chelsea, 22 from Essex, it’s safe to assume we’re not baffling anyone with our verbosity.

The obvious question to ask is: ‘is the Flesch index useful?” Like all formulas, it only measures success according to a few select criteria, and with something as abstract and flexible as writing that doesn’t seem a good idea. The other problem with using Flesch is that you’re likely to end up manipulating your copy purely to get a better score, which isn’t necessarily conducive to the initial aim of making your writing clearer.

That said, I’m sure I’ll obsessively check my work from now on to see just how ‘readable’ I can become. There’s nothing like the introduction of a scorecard to get the competitive juices flowing. And in the interests of research, I did get a Flesch score for Sonnet 18 by Shakespeare. I was sure that nothing so old could fare well according to a ‘readability’ formula. It got 81.9.

Which goes to show that beauty definitely is simplicity. And that Flesch maybe has a point.

Sonnet 18

Shall I compare thee to a summer’s day?

Thou art more lovely and more temperate.

Rough winds do shake the darling buds of May,

And summer’s lease hath all too short a date.

Sometime too hot the eye of heaven shines,

And often is his gold complexion dimmed;

And every fair from fair sometime declines,

By chance, or nature’s changing course untrimmed.

But thy eternal summer shall not fade

Nor lose possession of that fair thou ow’st;

Nor shall death brag thou wand’rest in his shade,

When in eternal lines to time thou grow’st,

So long as men can breathe or eyes can see,

So long lives this, and this gives life to thee.

→ 11 CommentsCategories: Copywriting
Tagged: , , , , , , , , ,

I can be your hero baby

September 13 2009 · Leave a Comment

herosEveryone needs heroes. Without them there’d be no one to learn from, nothing to strive for, and the Nazis would always end up winning in 1950s war movies. With that in mind, I’ve come up with a list of writers I admire. The list is by no means exhaustive, and it’s heavily influenced by my recent reading. But all of the following are affecting the way I’m thinking at the at the moment.

Gideon Haigh

English born but Australian bred, Haigh’s Ashes blog was one of the best reads of the summer. A wry writer with a great eye for quirks, his blog always provided original insight and stepped off the beaten track – exactly what a good blog should do.

Mike Skinner

The fleeting nature of pop music means lyricists never have time to build a detailed story. All they can do is throw out an image using a few words and hope it captures the scene. Presumably, Ezra Pound would have been a great frontman for a rock band.

Mike Skinner (leader singer of The Streets)  is brilliant at these images – listen to his account of first date awkwardness on Could well be in. I especially like ‘I’m trying to think what else I could say / Peeling the label off, spinning the ashtray.’ For fans, Skinner’s Twitter account is well worth following too.

Sir Winston Churchill

I’ve been gradually working my way through Churchill’s The Second World War since Christmas. That’s not to say it’s not great, but it was a very long war and the book is too heavy to take on the tube.

Churchill has a fittingly majestic style but is always very readable. The part where he goes to Russia to persuade Stalin to change sides is extraordinary. He weaves the domestic details of the trip in amongst an account of a conversation that ultimately decided the fate of the entire world. Very rarely do we get such a personal insight into history.

Seth Godin

I know this is hardly an original choice. And I know there’s already more than enough Godin fawning on the internet, especially as he spends most of his time recycling the same ideas over and over again.

But Godin is massively successful, and I think his great secret is his accessibility. He writes plainly, avoids getting overly technical, and above all he keeps things brief. His 200 word posts are perfect for skim-reading during a working day, and then discussing endlessly around the water cooler or on Twitter. If there ’s one thing I will do with this blog, it’s to start writing entries of  less than 300 words where at all possible.

→ Leave a CommentCategories: Books · Copywriting
Tagged: , , , , , , , , , ,

Kebabs uncovered

September 9 2009 · 3 Comments

kebabVisiting your local kebab shop generally amounts to taking your life into your own sambuca stained hands. But as someone with inside contacts in the industry, I thought it was important for the public to realise just how bad the conditions inside these ‘restaurants’ can be.

Everything that follows is true, and has been told to me by a herbert of my acquaintance who runs a kebab shop. I’m not suggesting that all shops are like this, because frankly they’re not. I’m also not going to reveal the location of the shop. The people who eat there have it bad enough as it is.

Anyway, here’s a selection of his views…

On sourcing ingredients:

“I went down to Greenwich market the other day ‘cos we needed some skate. And I went all the way round and I couldn’t find any anywhere. But the last stall I went to had some in the freezer. And I said: ‘Oi mate, how much for that skate?’

And he said: ‘Can’t sell you that mate.’

So I said: ‘No I need it. How much?’

And he was like: ‘Nah mate, I can’t sell it. That’s dodgy skate, it’s been off for days.’

And I said: ‘I think I’ll be the judge of that. How much?’

And I got it well cheap.”

On food hygiene tests:

“My dad rang up the other day and said: ‘We’ve had a letter from the council, they’re coming to do an inspection. Hide all those rat traps, it makes the place look bad.’”

On winning a prestigious food award:

“This bloke came in the other day and said he was going all round east London to find the best cod and chips. So I gave him cod and chips and he said it was the best he’d had so far and he was going to put it in the paper.

And when he was gone, I was like: ‘We don’t buy any cod, that was haddock you mug.’”

On lighting:

“Last night this woman came past and she looked like she was going to come in, but then she looked at me like she was disgusted and walked past. And I thought it might be ‘cos I was standing behind the counter with my hands down my trousers, but I thought: ‘how can she see me if it’s dark?’

And then I realised that I had the light on inside so she’d be able to see me from outside.”

On making chicken nuggets:

“First you take your turkey and cut it up for all the fried chicken. And then you pull off all the meat that’s left on the bones and mince it up for the burgers. And then you sweep up and put whatever’s left in the chicken nuggets.”

→ 3 CommentsCategories: The rest
Tagged: , , , ,