What comes back

The cut, in red. The truth, underneath.

• We are fully committed to leveraging our core synergies in order to help you facilitate the delivery of optimal stakeholder outcomes say what you mean.

  We help you say what you mean.

  21 words → 7 words

• Our overarching mission is to operationalise a holistic, best-in-class communications framework that drives meaningful, value-led engagement that gets read.

  A framework that gets read.

  16 words → 5 words

How we start

Four steps, none of them a meeting.

1. Step 01

   You send the paragraph

   The worst one, not the safe one. The line you have rewritten six times and still do not trust. That is the one worth my pen.

2. Step 02

   I strike it back

   Within one working day you get the same idea, with the dead words crossed out in red and the surviving line set plainly beneath.

3. Step 03

   You read it aloud

   If it sounds like you, keep it. If a word still snags, tell me which one. Most edits need one pass, not three.

4. Step 04

   We decide if there is more

   Sometimes one paragraph is the whole job. Sometimes it is the door into a page, a site, a voice. No pressure either way.

What I will and will not do

A short list, so you know before you write.

• I will

  Cut before I add

  Clarity is subtraction. I take away first, and usually that is the whole job done.

• I will

  Keep your voice

  Shorter and truer, still recognisably you. I edit the waffle, never the person.

• I will not

  Pad it to look busy

  If a sentence is doing its work in seven words, it stays at seven. No filler to fill a brief.

• I will not

  Hide behind jargon

  If a word cannot be pictured, it goes. I would rather be plain than impressive.