A special place where plans start to take shape

Many sleepless nights later and at last we have the go ahead for our exciting new eco project. The planners have agreed on the development of Jim’s Yard; an eco gallery, new office space for my copywriting business, HQ for Lincolnshire Tree Services and brand new eco luxe accommodation for two.

The plan is to replace derelict outbuildings on the existing site to use the space sympathetically to its full potential and show off the natural beauty of the native hardwood timber we fell and recycle. As well as housing Jim's commercial tree surgery business, a wood workshop is planned as retail space for hand turned wood products using local felled timber. Visitors will be able to try out Lincolnshire specialities in the tea room next door using locally sourced ingredients, visit a creative gallery space, doubling as a multi-use hub for art and crafts courses and exhibitions. All this under the Wold’s brilliant stars away from the light pollution of the cities; to a cleaner way of life where you can still see the sky and bluebells adorn our forests and pathways.

It promises to be a total sensation, a niche in our region’s offerings as our businesses diversify and move with the responsibility of living in modern times. We’ve taken our deep rooted belief in all things eco to create this exciting new project in as sustainable way as possible. A biomass boiler and harvested rainwater will ensure we have only a positive impact on the environment. Over the last 7 years we've been working out ideas for this natural progression, as well as salvaging everything we possibly can from bricks to old doors and local stone. Jim has started charcoal making with coppiced timber. And overall is making good but slow progress. For me, 17 years into a successful career of copywriting for national and international clients, it's a great way to put something back into the county. I relish the opportunity to turn my marketing talents and experience to something sustainable, symbiotic and tangible and help a few other local businesses along the way. The plan is to showcase all manner of Lincolnshire talent, revive traditional skills and help sustain a rural economy in a positive and rewarding way. We aim to create a unique place to visit and a heavenly place to stay.

It's early days but watch this space...

Johnny's Take on Technical Copywriting

Some years ago Springer Publishing approached me and asked if I’d be interested in doing some technical copywriting for their website. I was excited at the prospect of working for such a large publisher and as a trial-run they gave me some marketing material for a publication about toeplitz operators.

Now, if you look up toeplitz operators in Wikipedia (as I’ve just done) you’ll be reliably informed that, ‘In operator theory, a Toeplitz Operator is the compression of a multiplication operator on the circle to the Hardy space’.

I got on the phone to my man in Berlin.

‘Franz’, I said, ‘I don’t think I can do this. I’ve never heard of a toeplitz operator. I think it’s some kind of mathematical equation but maths has never been my strong point - it took me two attempts to pass my ‘O’ level.’

Franz sensed the panic in my voice and assured me that I didn’t have to understand toeplitz operators or know anything about them.

‘All the technical information is correct’, he said. ‘It’s been checked and double checked, and anyone who reads beyond the title will know what these things are.’

It was clear that Franz had also never heard of these mysterious equations. He advised me only to get the grammar right, make the material flow, and ensure this particular publication on toeplitz operators stood out from all the others. Surprised that there could be more than one book on the toeplitz operator shelf, I set about writing some trade copy, consumer copy, and I picked out a few obvious USPs.

I breathed a huge sigh of relief when Franz said it was ok, and four years on I’m still writing for Springer.

The format has since changed. I get sent the same kind of material, often written by the book’s author and frequently translated from another language, but now I must condense the essence of the book into 260 characters with spaces. Any longer than this and the copy won’t fit in Springer’s database, much less than 260 and it looks a bit thin.

Working for Springer has my spell-check in overdrive. Each title is bit like a puzzle and I spend a lot of time Googling words to check they exist. My mantra is ‘Keep it simple’, keep the English plain and let the science do the talking. Don’t be scared by technical detail and don’t give up because you don’t understand. My father worked for NASA and like he used to say, ‘A problem’s like a circle. You can go round it and you’ll get there but you gotta go through it to solve it.’

Writing about things immersed in technical detail can be daunting, but I can usually tell when I’ve cracked it. Perhaps it’s a bit sad, but when I succeed in making sense of something horribly complex and I hit the word count and it comes up 260 - I still get a buzz.


Top tips for technical copywriting

1. Keep it simple
2. Let the science do the talking
3. Make it fit
4. Go through the circle
5. Enjoy

Loungewear, a lovely way to laze

My busy working weekdays roll from one to the next so the idea of luxurious loungewear really appeals to me. Even the words send me spinning into the dream of downtime in relaxed clothing, scented candles and homespun throws a million miles away from my workday attire. Lazeme designs use only the softest, sensuous fabrics in their clothing and home ware collection. Slip into a silk tunic or kaftan, pretty camisole or light weight cotton knit wrap at the end of a hectic day. For me it sounds heavenly and Lazeme has an irresistible collection including sleepwear, beachwear and plenty of other ideas for lazy living.

Everyone loves a bit of downtime so why not look fabulous while you’re doing it?

This Twitter Thing

I signed up to this Twitter thing a few months ago with an ‘oh all right then’ attitude, expecting to come away with a ‘who cares?’ conclusion. A few months later I’m dipping in the Twitter stream daily.

So here it is, my love letter to Twitter. The things I wish I’d know when I started and my take on what it’s all about.

With its 140 character limit, Twitter’s a hostile environment to the boring, dominating or waffling. As it’s on the internet, it attracts the tech savvy. As a public space (anyone can read your updates) it also asks you to be a bit brave. So to be on Twitter you’re already my kind of person. But what do people on Twitter do?

Talk. Imagine a dinner party where a few mouse clicks changes the seating plan to put you in the middle of things; your definition of ‘things’. Antarctic researcher, fashion designer, photographer (currently in Afghanistan) and ordinary soul who shares your humour, there’s your table for tonight. And you can change it at any time, click, click. Eavesdropping, chatting across continents, making an exit to *put the spuds on*, and absolutely no need to brush your hair.

And yes, with Twitter’s list of trending topics, you actually do know there’s an earthquake, plane crash or a new baby for Jamie Oliver, long before it’s reported on the networks. What’s more, you can locate and read the tweets coming from the centre of breaking stories. It’s supreme rubber-necking.

So are you interested? Then go sign up.

This blog is not about the mechanics, though. If you want to know them, put some pertinent phrases into Google. I’m cutting to Twitter’s oohs and ahhs.

But one quick tip. Move away from the Twitter website to applications like Tweetdeck or Tweetie as early as you can. Why struggle with a Walkman when someone’s invented the iPod?

Following some Twitterati

I’ll tell you what I did. We all start with the celebs, so go ahead. A good place to make sure you’re following the real ones and not the fakes is www.valebrity.com. But celebs can be dull and not interested in you at all. Shocking, I know. 

We also start with people we know in real life. Like any party, it’s nice to turn-up with your gang. For many,Twitter replaces  text messaging and adds a new fission to office banter, with a whole new way to delegate. I frequently send a tweet to @ashog (who works five foot away from me) to put on the kettle on.

Once you’re following around 50 Twitterers, you’ll understand why I find Facebook a ghost town.

But how do you find and follow normal yet wonderful people you’ve never met? A quick search will show you who’s tweeting right now on your current obsessions. Coco Chanel, Arthur Rackham, Mad Men. It’s like shaking a snow globe and up they float. Pick a few (not just the pretties), look at their Twitter pages and read a few tweets they’ve done. If they tickle your fancy, click follow.

But don’t just stick with your kind of nerd. Cast the net wide. Take a gamble. And look at Trending Topics too to see who’s talking about the latest thing. Within a few days of following someone, you’ll know if they’re for keeps. If they are, plunder their list of people they follow for more goodies. If they’re not for you, un-follow and shake the snow globe again.

And don’t forget to throw in some quality news feeds too, with my pick being @bbcnews.

You’ll also want to follow The Names. Brands, governments, charities, football clubs, festivals, museums… Twitter’s full of organisations attempting to hang with the cool kids. As a copywriter it’s fascinating to watch them sign-up and set out their stalls, with sites like www.mytweet16.com letting you snoop on anyone’s fledgling tweets.

And they can really get it wrong.

Have you ever been in a day of meetings and broken for lunch to find someone still doing meeting talk? Corporate language, only one topic (them), only one opinion (theirs). That’s corporate Twitter at its worst.

People follow Names to hear their latest, of course, but they also want to see personality and charm. They want to venture off topic because that’s fun. They want to see a Name ask questions and listen to answers. To loosen the tie. No on wants a 140 character brochure.

Movers and Shakers

The next Twitter challenge is finding the movers and shakers (not slebs) who link to the best of the web as it breaks, and are often at the heart of fascinating, fearless debates that then make the headlines. How? Explore a trending topic that excites you, and you find a lot of tweets coming from one source. Hmm.

Your Followers

To plump-up your follower list, you have to follow and tweet yourself. Shake your Twitter booty. Follow back with a generous spirit, block the spam and anyone you find offensive.

 And if someone does not follow you back right away, relax. They may need you to strike up a few conversations (do an @ reply to their tweet) before they notice your wonderfulness. They may simply not want to follow you: that is allowed.

Once you’ve got around 100 good followers, you’ve got a ‘hive mind’ to ask stuff. Any kind of stuff, and you’ll be amazed at what comes back.

Twitter for the Copywriter

But for the copywriter Twitter has extra appeal. Making your point within seconds is what copywriting has always been about, so for me Twitter’s a trip to the writing gym.

I follow a lot of professional writers, and people who simply write well, and love to see what they do with so little space. And I love the instant feedback. When you watch a tweet skim (being re-tweeted over and over) it sharpens your instincts for what excites. And when a tweet sinks without a trace, you also take note of what bores.

The fly in the ointment?

Not everyone’s a darling, or course. There are people you won’t find exciting on Twitter, oh yes, but you know what, you just don’t follow them. And rude people? Try blocking.
And like anywhere else, there is spam. People trying to gate crash the party wearing a sandwich board. Did they think we wouldn’t notice?

But avoiding them is so much easier than in real life.

Once you’ve been baptised in the Twitter stream, you feel a need to write a blog on how great Twitter is. I must get round to doing that.

And after that? Well I’m now hunting down Twitter’s cabinet of curiosities; pages and applications that are blowing me away with their creativitiy. But that’s a whole other blog. I’ll let you know.

You can find me on Twitter @Angpang

Angela Montague is  freelance copywriter. Of all our writers she has embraced Twitter most fully so we  commissioned her to write this piece on the pleasures and pitfalls of tweeting.

My Mother in Law is A Copywriter

Meet my 'mother in law'. Also known as Crazy Grandma, Mrs K and the Lady from the Tearoom depending on who you're talking to. At last I can blog her because she has sorted herself out a decent website for her award winning tearoom, B&B and licensed restaurant at Wold View House. One that finally conveys the wonder of her achievements and gives a hint of the fabulous experience you can enjoy on the Viking Way.

A year or so ago she wouldn't turn on a computer, but now Irene Kendall has embraced the technology and in the space of 2 weeks sorted herself out a complete makeover with her existing web company. She's written all the content, free from waffle and naturally strong on SEO. She has focused on all her USPs and created a clear, clean navigation to her own spec. Her site is content managed so she can update everything and add events and menus to save on mailings. 

Rightly so she is on cloud nine having just won her 3rd Tearoom of the Year Award. No mean feat here in rural Lincolnshire where our fabulous local food outweighs the number of punters. Like all good online tourism, Wold View House's simple but effective website shows and tells why this traditional English tearoom is well worth the trip. 

Valentine Delights

Lots of my lovely clients have gorgeous  gift ideas for Valentine's Day. With a week to go and so many online retailers offering super fast delivery there's no excuse for forecourt flowers and supermarket chocolates. So go on guys, take the hint. 

I love these beads from Joules. Lazeme has the most luscious lingerie and sleepwear. And literally anything from Isabella Oliver would feel like the most wonderful treat for your pregnant partner. Go on spoil us.

Totally Treehouse

Just received this lovely pic from my creative colleagues Ang and Ash enjoying a well earned break in the North of England. They thought Jim would love the treehouse! Well, who wouldn't?

Despite being a native north easterner myself I've never made it up to Alnwick Castle to see the tremendous work Jane Northumberland has done with the garden and grounds for the arts, for children, for the community and clearly for posterity.

The Alnwick Garden website say 'everyone should spend a day in the garden' and I intend to...although I expect it might not be long enough!