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Philip Yaffe's Articles

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  • Fixing the Flaws in the 10 Principles of Clear Writing
    A widely circulated list of 10 Principles of Clear Writing offers much useful advice. However, these “principles” are really tips and techniques. By understanding the true principles that underlie them, they can be used with even greater effectiveness and impact.
  • Is a Worldwide Common Language just over the Horizon?
    An official common language for the world - one that would be spoken by virtually everyone virtually ever where on the planet – would appear to be a utopian dream. However, the first significant step towards realizing the dream seems about to be taken. This article discusses when and where this is likely to happen and the probable path to an official worldwide language once the process has been set in motion.
  • Yaffe’s Law vs. Murphy’s Law: A New Look at an Old Problem
    Murphy’s Law is considered by many to be the fundamental law of the universe. It states: “Anything that can go wrong, will go wrong.” Philip Yaffe claims to have found a loophole regarding writing and speaking. In this article, he shows how Yaffe’s Law can be used to counteract Murphy’s Law, leading to more persuasive marketing plans, sales letters, financial reports, etc., as well as speeches and oral presentations people will be eager to attend and actually listen to.
  • Laugh Your Way to Persuasive Communication
    If you can tell a joke well, you already possess many of the skills you need to write a persuasive marketing plan, sales letter, financial report, new product proposal, etc. Equally, you already possess many of the skills you need to prepare persuasive speeches and other types of oral presentations. This article shows how to use the hidden attributes of good jokes in all areas of persuasive communication.
  • Indescribable Utah: Nature’s Munificent Masterpiece
    Visitors to the USA, and even Americans, often head to California as their n° 1 tourist destination. Author Philip Yaffe, a passionate California native, advises putting Utah at the top of the list. Why Utah? “Joshua Tree, King’s Canyon, Lasen, Sequoia, Yosemite, the coastline and other natural splendors are well worth seeing. And Los Angeles, Sacramento, San Diego and San Francisco are exciting cities. However, what you will experience in Utah will literally blow your mind.” See if you agree.
  • Should English Be Declared the World’s Official Common Language?
    As the world continues to get smaller, there is increasing awareness of the need for a worldwide common language. This would be a language you could learn and be certain you could use virtually everywhere you go. For historical reasons, English already more or less fulfils this role, but it is still far from universal. Should English be more intensively promoted or should it be replaced by something better suited to the purpose?
  • The Sin of Arrogant Advertising
    Is advertising an art or a science? In fact, it is both; however, the science is often sacrificed in the drive for “creativity”. Tested Advertising Methods, a classic treatise on the subject, rigorously explodes many cherished myths. Armed with these field-tested insights, we can better harness art and science to work in tandem towards achieving advertising’s one true objective—influencing customers. This article offers suggestions on how to use this knowledge to avoid costly misadventures.
  • Techniques of Persuasive Communication: Old Wisdom in a New Package
    Fully considering the reader’s point of view when writing is a fundamental principle of persuasive communication. Its purpose is to bring readers into your text and hold their attention while you present your arguments. However, too often we confuse our ideas and interests for those of our audience, producing the opposite effect. A new formulation of the principle, Yaffe’s Law, provides clear, functional safeguards against going off-track en route to this laudable objective.
  • Stop Writing Press Releases. Start Writing News Releases.
    Journalists hate “press releases” and love “news releases”. Although most people use these terms interchangeably, there is a significant difference. Understanding this difference can dramatically increase the publication rate of your press information. This article describes the two fundamental aspects of a news release to ensure your media success.
  • Fast-tracking Foreign Languages: How to Meet the Linguistic Challenges of Working Abroad
    Native English-speakers are exhorted to learn foreign languages to play a more effective role in globalisation—and failing miserably. There are good reasons for this. Whilst these factors explain why so few anglophones are multi-lingual, they are not valid excuses for not learning other languages when the situation calls for it. This article offers a number of tips and strategies specifically designed to help native English speakers learn foreign languages with the least pain and most gain.
  • How to Improve Your Writing by Standing on Your Head
    Newspapers provide the best examples of clear, concise writing you can find anywhere; otherwise people wouldn’t read them. Journalists not only write superbly well, they do so extremely rapidly. Learning how they work their “daily miracles” can help you write better at your more leisurely pace.
  • The Mathematics of Persuasive Communication
    This article defines the fundamental but frequently neglected principles of persuasive communication. These principles are easily applicable to virtually all kinds of writing and speaking. The article is based on the book In the “I” of the Storm: the Simple Secrets of Writing & Speaking (Almost) like a Professional.
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