Tuesday, 8 April 2008

Reply not revert

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Since when did revert mean the same thing as reply? In business communication, the use of 'revert' in emails is becoming scarily prevalent - e.g. 'Please revert as soon as you have obtained a copy of the contract.'

It seems to be a classic case of over-inflated language, deliberately used to try and sound more impressive. Well it doesn't sound more impressive. It sounds silly. And pompous. And just plain incorrect. What's the matter with reply? It's shorter. It's easily understood. It's language we use every day.

Does anyone actually use 'revert' anywhere other than work? I mean, when was the last time you 'reverted' to a letter from your granny? Or used 'revert' in a normal, non-work conversation with your pals?

The foundation of effective business writing is clear, concise, simple language. So, please, can we all stop reverting and get back to replying?

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Wordsworks copywriting agency was set up by Gareth Chadwick in 2003. Gareth is a professional copywriter and journalist. He trained in Manchester and London and edited a monthly legal magazine in Kensington, London. Realising that although the streets of London are paved with gold, most of it already belongs to someone else, he moved back to Manchester in 2000 to become a freelance copywriter.