Michael Glover

On Writing Clearly

Dear reader, dear writer,

Very recently, the wildly successful Nigerian novelist, Chimamanda Adichie, was asked to give advice about writing to young writers. Part of her reply was: ‘try for more clarity please’, be more accessible.

Similarly, the philosopher John Searle once said: ‘if you can’t say it clearly, you don’t understand it yourself’. It’s a piece of wisdom I use to guide my own writing. Be clear. Be rapidly understandable. Don’t be obscure. Don’t be unnecessarily complex.

I find it works for me, whether I’m writing academic philosophy, history, a Whatsapp message, corresponding with a colleague, or writing advertising copy.
But let’s go a little deeper. Let’s say that: clear writing is an expression of clear thinking.

The idea is that: before you can communicate clearly, you have to think clearly. To write clearly, and to think clearly, there are a couple of basic methods.

First, if you can make the same point with fewer words, use fewer words. Second, ask the question: what is the core point I want to communicate? And have the answer very clear in your mind. Be able to say: The core point I want to make is… Third, ponder the question: which words will be easiest for my reader to understand? Fourth, in general, longer sentences are harder to write, and harder to read. Therefore, in general, write shorter sentences – for your sake and for your reader’s sake.

Writing simply includes an element of thoughtfulness about the reader’s experience. It involves thinking about the reader. It’s about thinking – what might it feel like to read this? In part, writing simply is a way of reducing the burden of interpretation for the reader. I don’t want to write a complex sentence that you have to read three times before you can understand it. Therefore, I often rewrite a sentence three times, so that the sentence is short and clear and understandable. I try to make my sentences more concise. More precise. More vividly understandable.
I do the hard labour of making a complex idea easy to understand, rather than making you do the hard labour of understanding my complex sentence

Get updates when new posts go live

Scroll to Top

contact

Now you know our story, we can’t wait to hear yours. Schedule a call or email us and let’s discuss your business.

Pre-Launch

This timeline is dependent on the client being responsive and completing all tasks related to the launch. This includes:

  • Assigning access to necessary platforms to the fVnnel,
  • Creating video content,
  • Completing landing page edits where relevant,
  • Approving copy and graphics, or if making their own copy and graphics providing it within that week and able to make any edits the fVnnel requests.

Please refer to our website www.thefvnnel.com to learn more about what services we offer.

Need to Know:

  • With our global team we are pretty much available around the clock for support and questions and can be flexible in the way we work based on your preferences and needs. This is why we consider ourselves a boutique agency. We become a part of your team while we work together.
  • We do not work on the weekends, so please do not expect responses from us over the weekend unless it has been prearranged for us to be available. If we are in the middle of a very large launch 50k + and being available on the weekends has been agreed upon, then of course we’ll be available. If it is prearranged we can work on the odd weekend with no issues, ideally we require a month’s notice to arrange this. Work life balance is important to us.
  • You can expect a response from us relating to an email you send within 24 hours. If we haven’t gotten a response from you within 24 hours and it’s urgent you can expect us to follow up within 24 hours.

During the Launch/Evergreen

If you have any outstanding questions relating to our process please don’t hesitate to reach us any time.

Ideally we request that we have a 10% increase in budget for testing for a week prior to launching. If the budget can not be spared we will take that 10% from the existing budget.

Need to Know:

  • Please do not expect a full layout of our intended strategy, targeting plan or daily emails

– We are very flexible and are happy to provide you with as much transparency as you like but this is not done as a standard operating procedure.

– Just let us know if you want more insights and then maybe a 30-minute weekly call is a better way to discuss strategies and plans than lengthy emails.

– We are in your account multiple times a day assessing the data, strategizing and pivoting. The more time we have to focus on this the better for all of us.

  • Please know that we will very seldom touch a campaign for the first 72 hours because it takes 72 hours for the campaign to stabilize and a minimum of three days for campaigns to exit the learning phase but it can also be a lot longer, depending on budget, costs of clicks and other important metrics as well as if we’re running tests, how many ads sets we have, number of ads etc.

– The only time we’ll touch a campaign in the first 3 days is if it’s necessary and the early signs show that the campaign as it is will never reach our goals, then we’ll pivot.

  • There may be more creativity for you to approve throughout the launch as we introduce countdown ads, reminder ads and sales ads.

– Often we will make these during the launch as they are less important to prioritize in that first week when we are trying to launch opt-in or sales ads.

  • Between 3-7 days there is a lot of machine learning going on.

– We will be making minor adjustments to bids, budget etc. but ideally we can see the first week as a data acquisition week, then we start optimizing once we have enough significant data and test results.

Post-Launch