‘My aim is to put down on paper what I see and what I feel in the simplest way’ – Ernest Hemingway
Well, of course, Ernest. You make it sound so straightforward. But in the real world it so rarely ever is, is it?
As a business writer, first I have to wrestle with the brief, to try and interpret what my customer is looking for and ultimately what the real world customer thinks, feels and wants. It’s rarely expressed in such clear and simple language as this.
Then I have to understand the product or service, gradually condensing down pages of features and benefits into a simple statement that, if I’ve got it right, will answer the question ‘What does this mean for me?’
Mr Hemingway would have made a good 21st century copywriter I think, with his unfussy style. His sharpness, wit and ability to condense things down into a pithy quote would have made him a natural on twitter.
With his journalistic edge for reporting the facts and the details, what would he make of today’s jargon and business speak? How would he have responded to phrases such as ‘leveraging synergies’ or ‘ monetising cross promotion strategies’.
I like to think he’d be firmly and forcefully opposed. With a loaded gun if necessary.