Why Words Matter

Words don’t just sell. They change lives, histories and more

“People say, ‘How can you sell this for such a low price?’ I say because it’s total crap.”

Gerald Ratner: part of speech given to the Institute of Directors, 1991


Ratner’s comment led to £500million being knocked off the share price of the Ratner Group, its near collapse and him resigning seven months later. In business, ‘doing a Ratner’ is now apparently short-hand for making a serious verbal gaffe. There’s immortality for you…

Every time you answer the phone, write an email or even talk to a client face to face, it matters which words you choose. For each is a direct reflection of your company culture and values. With my help, and without being too prescriptive, we can decide on the best ones for you – especially in your key areas of communication.

Imagine you’re looking for a caterer. You might look at four different websites, all
of which look pretty similar: same subject headings, great photos of food. But one expresses what they do in a way that draws you in. Their passion really comes through; they sound really friendly but totally professional; the things other people have said about them are brilliant too. That’s the point at which words can really start to create sales for you.

In truth, I’m not a copywriter who’s only about writing clever words that sell. What I am is a great believer in the fact that, if you’re truly passionate about what you do, you’re honest in what you say and your customers truly believe in you: the sales (and money) will soon follow.

Words can change the world. Let’s make yours work as hard as possible.


“I have a dream that my four little children will one day live in a nation where they will not be judged by the colour of their skin,
but by the content of their character. I have a dream today.”

Martin Luther King, Jr: part of speech given at the March on Washington, 1963


Dr King’s speech is credited with changing the course of race relations in America. Interestingly the words ‘I have a dream’ weren’t actually written into his speech, as the day before, his advisor, Wyatt Walker, had suggested they were trite, clichéd and he’d used them too many times already.   Words matter?

‘Just do it‘

They do.


Why don’t you?

Ring me on: 0779 69 34 974 so we can hopefully get to know each other better and maybe one day chat about our own classic gaffes. None of which, of course, ever occurred at work.