Smart copy solutions to complicated problems
Helping a German research agency to cut out the bullshit! Uintent called me and asked me to come in for a chat one day. They wanted someone to work on their profile and help with their online presentation. First thing I noticed was they had no chairs. But they had a dog and a bean bag if I wanted to relax. I don't know anyone who can relax in a bean bag so I was offered a seat on the floor which I gratefully accepted. |
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We chatted about communication in general and they seemed very easy-going in a new-media kind of way with people wandering in and out and a fine choice of tea-bags to pick from. But like strangers on a first date we circled around each other without revealing too much in detail and they spoke good enough English so that we could agree on a certain style of no-nonsense presentation which they could implement as Uintent style. The Uintenters came up with the term "bullshit” and I was quite happy to use it as a stepping stone for appropriate excursions into the vernacular, as we delved deeper into the essential copy text. It sums up the way they work here. Hone in on the facts. |
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