What’s in a name?
Proofreader, copy editor copywriter, content writer – these terms are often confused and assumed to be interchangeable. This is most definitely not the case. This article will help you understand each title’s role so that you can distinguish between them and request the correct services.Proofreader
A proofreader has the final eyes on a document before it goes to print/is finalised. The document is usually in PDF format and has been typeset. The proofreader’s skill is to have a final read to make sure that no errors have slipped in.
Copy editor
A copy editor meticulously reviews and improves written content, ensuring clarity, correctness and coherence are met. This can be performed by restructuring sentences, rephrasing words, formatting the document and checking that the style and language are tailored to the reader.
Developmental editing is a subset of copy editing that focuses on the bigger picture like themes, content structure and style. Once the developmental editing has been performed, the document can then be copyedited. In most instances, a copy editor can also proofread.
Copywriter
A copywriter is also a professional writer who focuses on writing for the purpose of advertising or marketing. Copywriters create content to increase brand awareness and persuade the audience to take a certain action. A copywriter writes concise, emotive and persuasive text to promote products or services. Copywriters can write for various media, such as print, web, radio or television.
Content writer
A content writer aims to build brand awareness, credibility and trust among readers. They lay the groundwork for future sales and often focus on SEO. Content writing tells a story with a visible page structure and in-depth material, aimed at informing and educating the audience. They drive organic traffic to a website, building brand awareness, and warming up users.
Each person has a niche skill, however there can be overlaps among them – copy editors can do the work of a proofreader, but copywriters and content writers cannot necessarily do the job of a copy editor. They should use copyediting services once they have finalised their copy and before it is published.
For your copyediting and proofreading requirements, contact me for first-hand experience!
Spring-cleaning your business documents
Investing in the editing of your documents in plain language should be non-negotiable. It’s like de-cluttering a cupboard: it freshens up the space and the mind, forces you to keep only what’s necessary and allows you to see the wood for the trees.
The value of plain language
Plain language writing is not only about a clear and structured message; it must put the reader first. With information overload at an all-time high and the amount of time allocated to reading reduced to seconds, the writer needs to be en pointe. With the reader in mind, the following boxes need to be ticked:
· Is the information relevant?
· Is the information findable?
· Is it understandable?
· Is it user-friendly?
A document with a clear message that is targeted at the reader is bang on the money. It creates trust and loyalty, and the reader is encouraged to invest time in reading. If we haven’t captured the reader’s attention, then why are we creating documents?
When a document is written in plain language, the intention of the document becomes more transparent – whether it be influencing a decision, persuading a client or promoting an idea.
The relevance of the ISO Standard for Plain Language: ISO 24495-1
Plain language has been around for some time. However, last year ISO published a plain language standard that explains what plain language is and helps to create plain language documents. It was developed to achieve consistency in defining plain language, in defining a process to achieve plain language and as a guidance for authors and businesses.
Although it is currently a guideline, the aim is for it to be published as a certifiable standard.
All organisations should be implementing these plain language principles into their documents. If you are not prioritising this, you will get left behind.
Contact me if you’d like assistance with spring cleaning your documents.
AI is here to stay, like it or not
Auto-generated content has disrupted our world, infiltrated our devices and revolutionised the way we think and operate. It has been met with hesitancy and hostility for some, while the more dynamic, as well as the younger generation, have embraced it with open arms.
What jobs will it replace, how will it affect the critical thinking of our youth, and what role does plagiarism play? These common questions are still left unanswered.
The dust has settled and like an ink spill, AI writing isn’t going anywhere soon.
What we know about AI for sure:
· AI is here to stay.
· It is dynamic, versatile and can access information that the human brain is incapable of.
· It can generate information within seconds.
· It does not discriminate and only requires internet access.
While AI has been met with mixed emotions, the consistent message is that we need to start adopting it and take advantage of its benefits. It can be perfectly paired with human intervention to create a real masterpiece.
“Humans and ChatGPT working together could produce more than the sum of their parts.” — Shakked Noy and Whitney Zhang
I have challenged Chat GPT to generate content based on the below spec. As a comparison, my own version has been written beneath it. To note, my version was written before I generated the AI version. Also to note: I do not profess to be a writer by any means, but rather a copy editor.
Chat GPT instruction: Write a 100-word article on AI writing and whether it should replace human intervention.
Version 1 (ChatGPT):
AI writing has revolutionized content creation, offering efficiency and scale. Its ability to generate coherent, contextually relevant text is remarkable, easing the burden on human writers. However, the question of whether it should replace human intervention remains contentious. While AI excels in tasks like data-driven reporting and repetitive content generation, it lacks human creativity, empathy, and nuanced understanding. Human intervention ensures authenticity, emotion, and critical thinking, elements vital for engaging and resonating with diverse audiences. Thus, a balanced approach integrating AI's strengths with human oversight is optimal, leveraging technology to enhance, not supplant, human expression and connection.
Version 2 (Me):
Artificial intelligence has burst onto the stage of the digital era, dressed as one of many technological breakthroughs. It has been applauded by those from all ages, backgrounds and industries. For those who are not versed in writing, it eases the pain of digging into the creative abyss. It is also a time-saver.
Is this what we want for our youth - to robotically regurgitate text without tapping into their creative skills? Literacy, along with critical thinking, is fundamental to education. Our youth is losing a skill fundamental to intellectual growth and development. I’ll leave you to choose, then.
I don’t necessarily want to compare the two versions, but what stands out is the more personalised style in Version 2. It would be easy to identify who wrote which one. ‘Revolutionized’ in Version 1 is Americanised and would need to be corrected to ‘-ise’ for the South African or British reader. The use of paragraphs in Version 2 also makes for a smoother read.
Both these versions have their place and their audience. I think it’s safe to say that AI is extremely effective, and it should be embraced, rather than batted. Human intervention is still a non-negotiable, not just for reference and data-checking, but also to add a sprinkle of human touch.
The Power of [Love] Punctuation
Today is Valentine’s Day when the shops are filled with pink and red flowers and chocolate hearts, and we are meant to feel more love than any other day of the year.
The bonus of punctuation is that we get to feel and see it every day of the year.
Font and CAPITAL LETTERS
If you’re lucky, you’ll receive a love letter in your inbox today. But more likely, YOU MAY GET ONE OF THESE IN YOUR INBOX. Alternatively, one of these could land in your mailbox. Neither of them enhances the mood as would a bouquet of garden-picked multi-coloured roses.
Choosing an appropriate font for your writing is critical. It sets the tone of your message; it speaks to your brand and corporate identity and it is a direct reflection of your company’s professionalism and credibility.
And please go easy on the capital letters. Before you capitalise a letter, stop, pause and think. Does it really need to be capitalised? Does it enhance the reader’s experience? If your informed decision warrants a capital, be sure to maintain consistency by implementing the same pattern throughout the document.
Punctuation marks!
You have thoughtfully selected a font that is indicative of your style, tone and reputation but you have left behind the rules of punctuation in grade 12, thinking you’d never need them again. Colons, hyphens, commas, !? play a fundamental role in your writing!! Again they set the mood and credibility of your message…they can hold as much weight as words. Make sure to select your punctuation appropriately.
Spatial awareness
Writing can be just as claustrophobic as a jam-packed elevator during loadshedding. The reader still needs to breathe and process your message. Allow them to do so. Sentences that are long-winded with minimal punctuation and densely strung with copious adjectives describing highly technical terms that require the use of Google translate will leave the reader in a heap on the floor.
Give the reader space.
Paragraphs play a powerful role here, too. Think about your sentence construction and think about the paragraph breaks. You are writing for the reader and they need to be at the forefront of your mind when communicating.
Keep it plain
The reader is king. According to the South African Consumer Protection Act 68 of 2008, the reader has the “right to information in plain and understandable language.”
Plain language is not about keeping the message simple. It’s writing that is well-organised, free of jargon and appropriate to the subject and audience. The wording and structure need to be clear enough for the intended reader to:
· Find what they need
· Understand what they find
· Be able to use that information.
A well-planned document can be as appealing as a box of chocolates. Just as you’ve taken the time to plan your message, make sure to give punctuation and its friends the respect that they are due.
And if you need a nudge or an extra pair of eyes, drop me an email on lang3lish@gmail.com.
Plain numbers - it’s also a thing
Last November I had the opportunity to attend a webinar on plain numbers, presented by specialists in their field, Ben Perkins and Mike Ellicock of ‘Plain Numbers’ (www.plainnumbers.org.uk). I was intrigued by the concept of applying a ‘plain’ principle to numbers. It turns out that just as plain language is about writing clearly for the reader, so plain numbers is about communicating numbers more clearly to customers.
Research indicates that on questioning people on their level of understanding after reading an article, the gap between what they say they understand and what they really understand, is notable.
According to these gentlemen,
· half the adult population has the numeracy level of a primary school child.
· one in five adults suffer from maths anxiety.
This should be enough evidence to shake us into reassessing our communications from a language and numeracy point of view – has the message been clearly communicated to the reader?
The below figure illustrates the reality of the poor and low levels of numeracy in comparison to other factors that affect the consumer. This highlights the need to communicate numbers in a way that the reader can interpret.
It is also worth noting that when comparing poor numeracy levels to poor literacy, three times the number of consumers battle with numeracy vulnerabilities compared to literacy issues.
Based on these stats, there is a clear need to improve the consumers’ comprehension of numbers. While there is a massive global drive to communicate in plain language, there is an even bigger need to express numerical data clearly.
The take-home is that you need to relook at your consumer messaging and objectively assess it. The more the reader can identify with your messaging, the better they can react and respond and the higher your success rate will be at engaging the reader so that they can use the information in the manner in which it is intended. Ultimately, this will affect your bottom line.
Are your consumer-centric communications clear, can they be improved? If the reader were to evaluate a form, contract, agreement or brochure, would they agree that it has been well-articulated and communicated?
For an objective assessment of your documents and communications, email us at lang3lish@gmail.com and we will assist you to engage better with your audience, resulting in increased reader presence and engagement.
The definition of plain language
What does it mean if a document has been written in ‘plain language’ or ‘plain English’?
To understand this definition, it’s worth comparing the South African definition which was drafted in 2008 as part of the Consumer Act, with the international definition (drafted by the International Plain Language Foundation, IPLF) and lastly looking at the recently published ISO 24495-1 guideline.
1. The South African legal definition: SA Consumer Protection Act 68 of 2008
The South African Consumer Protection Act, 68 of 2008, not only regulates the use of plain language, but also defines the concept for a South African context:
Right to information in plain and understandable language
(1) The producer of a notice, document or visual representation that is required, in terms of this Act or any other law, to be produced, provided or displayed to a consumer must produce, provide or display that notice, document or visual representation—
(a) in the form prescribed in terms of this Act or any other legislation, if any, for that notice, document or visual representation; or
(b) in plain language, if no form has been prescribed for that notice, document or visual representation.
(2) For the purposes of this Act, a notice, document or visual representation is in plain language if it is reasonable to conclude that an ordinary consumer of the class of persons for whom the notice, document or visual representation is intended, with average literacy skills and minimal experience as a consumer of the relevant goods or services, could be expected to understand the content, significance, and import of the notice, document or visual representation without undue effort, having regard to -
(a) the context, comprehensiveness and consistency of the notice, document or visual representation;
(b) the organisation, form and style of the notice, document or visual representation;
(c) the vocabulary, usage and sentence structure of the notice, document or visual representation; and
(d) the use of any illustrations, examples, headings, or other aids to reading and understanding.
In summary, a document is in plain language if, and only if, it is clear and understandable for the target audience.
For businesses, the legal definition translates as follows: If your CUSTOMERS experience your communication as clear, relevant, informative, or “exactly what I need”, it is in plain language.”
To read more on this act, go to Consumer Protection Act 68 of 2008 | South African Government (www.gov.za).
2. ISO 24495-1 definition (June 2023)
On 20 June 2023, the International Standards Organisation (ISO) released the first plain language draft to steer people from far and wide towards a common way of writing in plain language. It is currently a guidance, but a team of professionals is preparing for it to be passed as a certifiable standard. This means that as an organisation, you can apply for this accreditation by meeting certain criteria. This will give the reader confidence in knowing that the documentation has been written with them in mind.
The definition is the same as the IPLF, see 3. below. However, the definition is broken down into four principles for the user:
Relevant – they can get the info they need
Findable – they can easily find what they need
Understandable – they can understand what they find
Useable – they can easily use the info.
For more info on this guideline, go to ISO 24495-1:2023(en), Plain language — Part 1: Governing principles and guidelines.
3. International definition of Plain Language
According to the International Plain Language Foundation (IPLF):
A communication is in plain language if its wording, structure, and design are so clear that the intended readers can easily find what they need, understand what they find, and use that information. Plain Language - International Plain Language Federation (iplfederation.org)
The common thread that runs through these three definitions is reader-centric, clear and understandable.
Intro to plain language
Plain language is writing concisely so that it is clear to understand and easy for the reader to follow and act on. It is not about using simple words in place of accurate words. It should open up a world caused by clear messaging, rather than close it by over-simplification.
1. How plain language differs from business language
Business language focuses on communicating in a way that imparts specific knowledge or information, but not necessarily with the reader in mind. Think legal documents and technical user manuals.
2. It is an internationally-accepted language
Plain language used to be known as ‘plain english’. The principles have now evolved to apply to all languages and it is now an internationally-considered concept.
3. What is the hype around plain language and how does it affect me?
We live in an age where the reader, not the writer, wants to be heard. There is an abundance of information that comes our way and if it is not written clearly and customised for the reader, the information will be binned in as quick as a click.
It is also the consumer’s right to question and understand the message.
3.1 Benefits to me as an individual
Extensive studies have shown that writing in plain language saves readers and organisations time and/or money. Plain language is more effective and produces better outcomes. In addition, readers prefer plain language.
As organisations and governments improve their communications, we will all benefit. Individuals will better understand our rights and responsibilities in all aspects of life: from privacy statements and product instructions to laws and contracts.
3.2 Benefits to me as a business
For organisations, plain language is an important way to build trust with the readers. Secondly, the process of translating is more efficient for plain language documents that are difficult to understand.
Inclusivity and fairness are also critical for all businesses. Plain language helps to make information and advice accessible to everyone.
For both the individual and business, plain language saves time, effort and money.
