The Science of Ordinary Words


Content design expert Sarah Richards (GOV.UK, D&AD) will show you how to marshal solid evidence for using a simple, direct tone of voice.

As a copywriter, you probably spend a lot of time telling clients to use simple, everyday words rather than jargon, abstraction and formality. But at the end of the day, it’s your word against theirs – and they who pay the piper call the tune. Before you know it, all that stuffy stuff is creeping back in.

Sarah will show how you can discover your audience’s vocabulary and make sure you’re speaking their language – without getting out of your PJs – so your copy never gets swamped in legalese or jargon again.