Brent Hodgson, Copywriter

George Orwell’s 1946 essay on “Politics and the English Language” is a must-read for any copywriter who wants to write great copy.

I thought it was worth mentioning - not just because he is one of the greatest writers in history, but also because there are so many great insights which you can use in your copywriting.

(I bookmarked this essay last year with the intention of posting about it - but never got around to it. Seeing the essay mentioned on both Alister Cameron’s and Guy Kawasaki’s blogs finally spurred me into action.

…Plus, I’m conscious that, for a copywriting blogger, I haven’t blogged much about copywriting lately.)

It was interesting to note how much the English Language has changed in the past 60-or-so years.

Some of the foreign words George Orwell expressly says you should avoid have since been assimilated by the English language, and are now a part of common speech.

“Status quo” and “cul de sac” in particular.

As practically anybody what these mean, and they’ll be able to tell you (they’re a rock band, and a group of houses )

Orwell says:

Foreign words and expressions such as cul de sac, ancien regime, deus ex machina, mutatis mutandis, status quo, gleichschaltung, weltanschauung, are used to give an air of culture and elegance. Except for the useful abbreviations i. e., e. g. and etc., there is no real need for any of the hundreds of foreign phrases now current in the English language.

However, he fails to note that most of the words we speak today were originally borrowed from foreign words - particularly from the languages of the Normans, Romans and Saxons - who all invaded England and made their mark on the English Language.

If you don’t believe me, I challenge you - open a dictionary on any page…

…have a look at the origins (the etymology) of the words you see. You’ll quickly find that practically none of the words in the English language began their lives in the English language - almost every word we use is borrowed from another language.

This is one of the strengths of the English language - it has an immense ability to adapt, borrow from other languages, and as a result it’s able to convey MORE thoughts and messages.

This ability is so strong that the French have legislated against some uses of the English language in order to protect their own language!

One notable (ironic?) example is their ban on the word email.

Email itself has only become a part of the English langauge in the last 10-15 years. Prior to that (from around 1975) it was a piece of technical jargon used in computer science and on the early internet.

(I say it’s ironic because the word “mail” probably comes from the Old French word “malle”.)

One of George Orwell’s 6 rules:

5. Never use a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent.

However foreign phrases will continue to make their way into the English language and become part of the common lexicon - the common words we use every day.

As will jargon, slang and scientific words, if they are used widely enough.

When it comes to copywriting - jargon, slang and scientific words can be particularly useful when you’re writing to a specific target market or group which uses those words in their everyday speech. By speaking their language, it’s like you know their secret handshake - you gain instant credibility.

The most important issue is whether or not your reader understands what you mean!

I do completely agree with two of Orwell’s rules - they’re great for editing copy - but I think even he could have used them better.

The rules are:

3. If it is possible to cut a word out, always cut it out.

And:

2. Never use a long word where a short one will do.”

In the spirit of these two of George Orwell’s 6 rules, I want to summarize in 2 of my own rules what it took George Orwell to say in 6:

1. Be clear and precise: Make sure your entire audience clearly understands the precise meaning of your message, and;
2. Be ruthless in your editing! Avoid unnecessary words and phrases. Don’t get drawn into writing down tangents. Say what you want to say - nothing more, nothing less.

What you’ll be left with is shorter, punchier copy which people want to read - both in your sales letters, and in your writing in general.

Eschew obfuscation!

Brent

P.S. - If you want another good read on writing well for the internet, have a look at Alister Cameron’s post - “How good a blog writer are you really?“

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