The aim of good writing is to engage the reader, whether to educate, entertain or inform.
It must be done with the least number of words and achieve the maximum understanding without sacrificing accuracy or fairness.
Great writing has a tempo and grace that carry the reader along. In the process, understanding is created while requiring only minimal effort from the reader.
Put succinctly, the language supports the message. It doesn’t hinder it.
Great editing balances the aims of the writer and the needs of the reader. Editors who add value are committed to ensuring the facts are represented honestly and also to ensuring the message is understood as easily as possible.
The relationship between a writer and editor is a bit like that of a miner and gem cutter. Stones that come out of the ground can be made more valuable but clumsy cutting can reduce gems to dust.
In the end, success is judged not by what you can see, but by what you can’t. A great result appears as if that is the only way it would be done. Nothing unnecessary is left over.
As one wag put it, it is like carving a statue. Start with a block of marble and just cut away everything that’s not needed.
David Coe Communications can create or polish:
- Investment memorandums
- Marketing collateral
- Capability statements
- Website text
- Annual reports
- User guides
- Research reports
- Communications plans
- All other client communications
We can also improve your staff’s writing and editing skills and sharpen their work.
To get the best results, let us take responsibility for editorial, design and production to ensure your message is clear, concise and consistent.