Is your writing impenetrable?

A slight inclination of the cranium is as adequate as a spasmodic movement of the optic to an equine…..

Can your audience really understand what you are trying to say?

A nod’s as good as a wink to a blind horse…..

Try this one: it’s taken from a real press release!

People who buy annuities to finance their retirement are as a group substantially longer-lived than typical individuals in the UK population. And voluntary annuitants are even longer-lived than compulsory annuitants. For example, an average 65-year-old man has a 41% change of surviving until the age of 82. For the average 65-year-old male compulsory annuitant, this probability rises to 48%, and for the average 65-year-old male voluntary annuitant, the probability rises even further to 56%.

What’s it actually trying to say? If it had said what it really meant (people who buy their own pensions live longer) then it would have made an intriguing news story. And did you spot the error in the third sentence?

Noble Ink is at the forefront of cutting the verbiage from press communications. Everything we write is straight and to the point. We make sure journalists will read exactly what you want to say.