• Tidy Content

Why Words Matter Newsletter Feb '20



Hi there!


February came around quickly, didn’t it? Last month was an exciting one for us. We started discussions for some new projects, and attended great events like the NHS Hack weekend and a fascinating talk by Eva Clarke who was born in a concentration camp as part of Holocaust Memorial Week.


Like last month’s newsletter, we’d love to share our favourite links about branding, writing and language we’ve read recently. We can get a bit intense about this, so please be ruthless and unsubscribe if you’d rather not hear from us!


  • Three models to plan the right content for the right person at the right time by Lauren Pope (6 minute read) - a must-read for anyone working on their content strategy, this article guides you through ‘push and pull’ content, the user decision journey, and how you can bring content models together to engage your audiences.

  • Word of Mouth on NHS language use (28 min) - a glimpse into content design and how the right words make health information more accessible with NHS content designer, Sara Wilcox and consultant, Dr Hugh Rayner.

  • Why We Are With You by Laura Blunt (5 minute read) - the leading UK drug and alcohol charity Addaction decided it was time for a rebrand after 18 months of learning from different people how language around addiction can be a barrier to getting support.

  • The Disease of Being Busy by Omid Safi - a beautiful thought piece on busyness that simply asks, ‘When did we forget that we are human beings, not human doings?’

  • Simon Sinek on the Infinite Game (28 minutes) - the latest podcast from Marketing Over Coffee where Sinek discusses his new book which applies the concepts of finite and infinite games to business and long-lasting success.

  • Amazon’s accidental email template - an interesting short post that’s exactly what it says on the tin, and draws attention to sentence variation and the pace of an ideal email to sustain interest.


As a bonus, Scope is running a workshop on content accessibility where you can learn why accessibility is important, how to apply best practices and make your work more accessible. We’ve learnt so much from working with them, and there’s always more to learn.

Hope you found these links useful and inspiring. Feel free to reply to this email and let us know your thoughts!

Talk to you soon!

Nia and Adrián

Tidy Content


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