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Booby prize for structure

By Communications craft, content, Story, Structure, Uncategorized, What's out there now
Periodically, you see an article that is completely devoid of any structure, and it is running in a quality broadsheet, which makes it all the more puzzling. The following article is written by Daisy Goodwin, an established screenwriter credited for Victoria, but it seems in this piece, she’s all about plugging her book and to hell with any real coherence.
If you were to analyse where it goes wrong structurally, it’s that there isn’t a clear question or problem developed, in the second beat.
The line: “Can I, as a woman in my seventh decade, expose my chest with a straight face?” seems like it’s the question being posed, but immediately after this line, the question is dismissed with “another issue” which then muddies the waters. So because there’s never a clear question developed the whole piece comes over as a complete ramble.
When it was first published comments were allowed, all of the comments were negative and complaining of the narcism of the writer. The level of complaint was very high so Times Newspapers presumably closed down the comment section as a way of managing the onslaught. Which suggests that lack of structure is the easiest way to irritate your readers.
FIRST PERSON

Daisy Goodwin: how my breasts made headlines this year

The writer and TV producer has no regrets about naming the man she accuses of sexually assaulting her in Downing Street. It sparked a debate about women and power in politics — and forced her to think again about her own body

Daisy Goodwin, wearing her Jasper Conran dress, photographed in the Revery Bar at London Hilton on Park Lane
Daisy Goodwin, wearing her Jasper Conran dress, photographed in the Revery Bar at London Hilton on Park Lane
DAN KENNEDY FOR THE TIMES MAGAZINE. HAIR: TIM CRESPIN AT ARLINGTON ARTISTS. MAKE-UP: JULIA WREN AT CAROL HAYES MANAGEMENT USING SHISEIDO
The Times
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It is the perfect dress, black, belted, pocketed and with a square neckline reminiscent of a Renoir barmaid. It fits perfectly and I couldn’t be happier, except for one or rather two problems. That exquisite square neckline is cut to reveal a great deal of what my father calls embonpoint. It is a dress that demands a heavily engineered bra and a Marilyn smile. In short, it is a dress designed to show off what used to be called “my assets”. And therein lies the rub. I love the dress, but there is something about the decolletage that makes me feel uncomfortable. I feel as if I am indulging in a kind of performative femininity: Elizabeth Taylor in her pomp, any Jane Austen adaptation or even RuPaul’s Drag Race. Can I, as a woman in my seventh decade, expose my chest with a straight face? And then, of course, there is another issue…

Six months ago my bosom became briefly famous as the object of the unwanted touch of a man who was running to be the Conservative candidate for London mayor. We had met at Downing Street to talk about reality TV in 2013, but our conversation had ended not in a handshake but a grope. It was an encounter that I laughed off at the time, thinking that this man, although he was more than ten years younger than me, was very much on the wrong side of history.

But in the wake of the #MeToo movement I realised that I had done my daughters’ generation a disservice by not speaking out, and in 2017 I wrote about the encounter in Radio Times without naming the man in question. I woke up the next morning to find that most of the newspapers running the story had found pictures of me that emphasised my “assets” to put on their front page. While nobody would be foolish enough to say it in print, the picture editors had found a way of suggesting that I might be asking for it.

• Daisy Goodwin: Why I’m naming the man who groped me at No 10
• Whitehall won’t investigate Daniel Korski groping claim

Perhaps I am being unduly sensitive, but when I decided to name Daniel Korski as the man who had groped me in No 10, I made sure that the newspaper carrying the story used a picture of me that did
not involve my breasts. And to be fair most of the media outlets that reported the story subsequently made the effort to find pictures that made no implicit comment. I think one of the many reasons that so few women speak out about sexual harassment and assault is because they don’t want their breasts, buttocks or thighs to become public property in that sense. In many ways, it feels like a second assault.

All these thoughts go through my mind as I try on the dress for this photoshoot. As I angle my body towards the camera according to the photographer’s instructions, I wonder why I don’t mind posing in this way and yet feel uncomfortable when a similar picture is used to accompany the story of the special adviser who groped me. The answer, I think, is context. A picture of me that is used to accompany something that I have written has a very different meaning from that same picture when it is used to illustrate a story about me. The picture that accompanies this story is published with my consent because it is germane to the story — use this same picture to accompany an article about women who have made accusations of sexual harassment and it is taken out of context. Just as an intimate selfie sent to a lover is a token of affection, but when published online it becomes an assault.

But I admit it is a tricky line to hold. When I look at the Insta accounts of my daughter and her friends, which are full of bikini selfies, I wonder how these pictures will look to future employers or in-laws. On the other hand, what is wrong with young women celebrating their perfect bodies? I may have qualms about who is looking at the picture of my daughter and why, but that shouldn’t stop her doing it if that is what she wants to do. I don’t want women to feel the need to self-censor images of themselves because there might be people out there who construe these pictures as a come-on.

Young women are quick to call out any comments on their clothes by an older generation as slut-shaming — and they are right to do so. We are, I hope, beyond the times when women were banned from Royal Ascot or refused a table at El Vino for wearing trousers. It’s interesting that today, when dress becomes an issue in the corporate sphere, it is invariably because women don’t want to wear the traditional feminine trappings of high heels, skirts or make-up.

I grew up in the Seventies at a time when androgyny of the Diane Keaton in Annie Hall variety, all waistcoats and wide-leg trousers, was in vogue. For someone with curves this was not an achievable look. It was the advent of Madonna that made a more feminine silhouette fashionable. I spent most of my youth happily wearing short skirts and baggy jumpers, but I would have felt horribly exposed wearing a low-cut top, even if my skirt was practically a belt.

The difference between my teenage underwear drawer and that of my younger daughter is telling — I only had two bras, both of them rather serviceable, while my daughter has about 20 of what can only be called “confections”. When she goes out, her “assets” are clearly displayed and she looks great. She has a body confidence of which I could only have dreamt at her age. I suppose if you grow up in an era where you are constantly looking at images of yourself, you learn quickly what looks good.

Elizabeth Taylor with her fourth husband, Eddie Fisher, in the early Sixties
Elizabeth Taylor with her fourth husband, Eddie Fisher, in the early Sixties
GETTY IMAGES

I started buying better bras after having children and sporting a cleavage seemed to be some compensation for the depredations motherhood had wrought on other parts of my body. Breastfeeding left me several cup sizes bigger — like most British women, I had no idea how to find the right size, thinking I was a 36C when I was really a 34EE. For some reason, I felt much less self-conscious about wearing low-cut tops once I was a mother — it feels less outlandish when you are carrying a baby on your hip.

But I always put them away at work. The corporate cleavage world of Karren Brady or, whisper it, Baroness Mone was not for me. The world of TV production is definitely dress-down. Wearing a low-cut top feels a bit Stringfellows when everyone else is either dressed like kd lang or a midwestern mom blogger in cowboy boots and a prairie dress.

On the day I visited No 10, I was wearing a jacket over a dress. There was nothing about my outfit that could be construed as anything other than businesslike. But that is the point. Men who harass or assault women are not motivated by lust. They are not provoked by short skirts or revealing necklines — the urge to touch a breast or slap a bottom comes from the desire to humiliate and belittle. Harassment has nothing to do with attraction and everything to do with power. It is about showing a woman who’s boss.

The only thing that guarantees women’s safety is the education of men. Today’s students may squirm at the idea of consent classes, but in a world where every permutation of porn is available online, there are probably a lot of young men who need reminding that, in real life with real women, different rules apply. I know mothers who say that their sons are too scared to break up with their girlfriends because they are terrified of making an approach to a new woman in case they get it wrong. I find that quite hard to believe. If true, though, it only approximates to the risk that every woman takes when she finds herself alone with a new man.

As a married woman in midlife, I don’t have to negotiate the delicate power dynamics of modern dating. Even so, when I put on my perfect black dress, I do feel transgressive — is this pouting creature in heels and a slash of red lipstick really me? Or am I the woman in the cardigan and boots who spends all day in the library? Am I betraying my novelist/screenwriter/producer/professional woman credentials by going glam? My gay best friend, and coincidentally the designer of the perfect dress, Jasper Conran, has no doubts at all: “Why wouldn’t you want to look gorgeous?”

Madonna in her iconic Jean Paul Gaultier conical bra, 1990
Madonna in her iconic Jean Paul Gaultier conical bra, 1990
GETTY IMAGES

It’s not a question I can answer. I suppose there is a part of me that feels that perhaps I should be over the teenage obsession with how I look and the effect it has on other people. But then I go to a party full of people I have known since my schooldays and the men tell me I look great and the women ask me where I got the dress — except for one who asked me if I was cold. I go home feeling pleasantly buoyant. It feels good to be looked at with admiration and, no, I don’t feel cold at all.

There is no hetero male equivalent of cleavage. I can honestly say that my eyes have never lingered longingly on a man in tight trousers. A manly chest is appealing, but you don’t often find them at the kind of parties I go to. But even if the man standing next to me at a social event removed his shirt to reveal a chest like Channing Tatum’s, I wouldn’t think, “Oh, he must want me to run my hand through his chest hair.” I wouldn’t want to fondle his black Amex card either. Women from Mary Magdalene onwards have no problem with the concept of noli me tangere — touch me not.

My daughter loves my new dress and finds all my qualms about age and signals absurd. “If you’ve got it, Mum, flaunt it.”

When I explain my concerns about the semiotics of my bosom (not a sentence I ever thought I would write), Jasper sighs and speaks slowly, as if to a child that is slow on the uptake. “Imagine that you are the Mona Lisa, safely tucked away behind bulletproof glass. Everyone goes to the Louvre to look at the Mona Lisa, but look is all they are allowed to do. If they touch the painting, all hell breaks loose.” I give him an enigmatic smile in return.

But he is absolutely right. Just as women should speak out whenever a male hand lingers uninvited, so they should have the right to wear whatever they like, wherever they go. Nobody, particularly not men, should be policing women’s clothes. I don’t have piercings, inkings or wear anything see-through, but I would defend any woman’s right to do so unmolested. And as for cleavage, a few years ago I had a tumour cut out of one breast, so I have decided to be grateful that I have a decolletage at all.

Daniel Korski denies touching Daisy Goodwin inappropriately. He dropped out
of the race to become the Conservative London mayoral candidate

Daisy Goodwin’s new novel, Diva (Aria, £20), is published on March 14. To order a copy go to timesbookshop.co.uk or call 020 3176 2935. Free UK standard P&P on online orders over £25. Discount for Times+ members

Persistence

By Communications craft, content, Funny, Uncategorized

“Did you threatent to overrule him?” The famous question that Paxman asked 14 times before the lack of answer gave the answer away. Bluster is often a sign something isn’t truthful. Whether you’re a journalist or a copywriter you need to have the persistence to get behind the bluster and find the truth.

Simple case history (or study)

By Case Study, content

Case history.

After the passion blurb, try doing the case history. If you know the answer to these numbered lines you can save buckets of time and money.

 

  1. All stories start with a client who lived in a castle.
  2. One day something happened that meant they needed to act.
  3. They came to you.
  4. You listened to them from a certain discipline or set of distinctions.
  5. You took them to a place they’d never been.
  6. They discovered more opportunity there than they expected.
  7. They lived happily ever after.

 

 

The best case histories demonstrate how you used your value proposition to get them from step 4 to 5. This is a fictitious case history but it shows you the idea.

 

 

We were first approached by John Smith in the spring of 2015 and he asked us to mow his lawn.

John Smith had a vast lawn but much of the grass was patchy with extensive areas of weed.

We did an initial assessment and came to the conclusion that before we could mow it, parts of the lawn would need re-sowing.

We agreed a sowing fee and within a week both the sowing and the mowing tasks were complete.

By the summer John had a strong, healthy lawn, and decided to host his first garden party for a very long time.

He now saves over a thousand pounds a year by hosting parties in his garden rather than rented venues.

We have since created a gazebo on the front lawn and are helping him with a project to become largely self-sufficient in growing his own vegetables.

 

In the example above, patchiness is a distinction that wasn’t in the conversation before the expert made the client aware of it. Can you also see how there’s a hidden opportunity in the project, ie. enjoying your lawn with paybacks that more than pay the cost of the project?

Case histories can be much more powerful than just testimonials because the best ones have some transformative quality.

 

 

Process.

 

Your process should show how you could take a typical client or prospect from step 3 in a typical case history to step 5.  There may be up to several sub steps in your process 3 to 5. It’s a safe bet that there are more steps and more quality going in than you currently believe or know about.

 

When a client knows your process, it will help alleviate fears that you’ll be taking them for a ride. Complex and new services may have many steps which are unfamiliar to your target audience. Below is the process for a communications organization and you could write an informative paragraph on each step.

How’s my readability?

By B2B, content, Link, Uncategorized, What's out there now

https://www.webfx.com/tools/read-able/check.php


There are a number of machine readability widgets online. They make for quite a satisfying way to check the before and after of a piece of text you might be editing. Reds are bad, greens are good. The report on the left was for the URL of a law firm. The report on the right is the the readability index of the copycourse site. Why make life difficult for your readers?

 
Test Readability

Observations and Insights

By Communication theory, content, Contract theory, Uncategorized

What’s the difference between an observation and an insight? Insights are generally based on observations but they go further. They’re generally unexpected, and they have real value to the reader.

They often require joining some dots and give an ah ha moment to the person who discovers them or is told them for the first time. They are often the product of asking the question “why?”

People generally read text for insights but they want to be able to see that the observations are there to back those insights up.

Story change and communication

By Communication theory, content, Story, Strategy, Uncategorized

From zero to hero. The classic log line for a Hollywood storyline. Why? because there’s lots of change implicit in zeros becoming heros. A perfect example of this would be the log-line for Down and Out in Beverly Hills. Where the filthy rich meet the dirty poor. You can almost see that there will be change for both the two main characters. Without change there can be no story and without story there’s no communication. These three things go together and if you’re going to understand any one of them you need to understand them all.

Another way of looking at this is by investigating what happens when there’s no change. And by that we also mean no change in expectation. If you were to try to build a story around visiting a vending machine: You go to the a vending machine in some big building.

You select, say a Kit Kat, put your money in, and a Kit Kat duly drops onto the tray. Well, there’s no possible story that can come out of that because in no way has any expectation been thwarted or confounded. However, if a Kit Kat didn’t drop down, but something much more unexpected did, say a packet of class A drugs, you have the beginnings of a storyline.

Write the driving test report

By Communications craft, content, Report

All you have to do is pick one of these Mr Men characters and imagine you’re going to take him on a test in one of the vehicles.

Your role is the chief driving examiner and also licensing authority for whatever vehicle they’re getting tested in. Decide what they do on their test, and report what happened, so their suitability can be assessed.

Tom picked Mr Fussy and the Ice Cream van, but you’re free to pick any combination at all. All that we ask is that you produce something clear simple and well structured. You can use the following template if it helps.

Context

What has prompted this report?

Problem

What is the question or problem your report needs to address?

Observations

What actually did you notice on this test? (see observations)

Exposure

What are the possible consequences of these observations?

Insight

When you ask why the observations occurred, what answers come to light? The result probing the root cause of something usually generates an insight.

Recommendations

What do you recommend the licensing authority and does or withholds from the individual?