These days, there is so much information available to us, especially online, and not all of it is accurate, up-to-date or written with our best interests at heart. There’s a lot of misinformation, stale information and simple nonsense out there, and sifting through it all can be time consuming and frustrating.
It might be tempting, when putting together information for a blog post, press release or brochure, to simply include any information that you’ve seen repeated online or in print several times already; after all, if it was in the Guardian, on a well-known supplier’s website, and quoted by a hundred other people who seem to know what they’re talking about, it must be accurate, right?
Unfortunately, misinformation is repeated just as much, in some cases much more often, that accurate information. And nonsense doesn’t become sensible because a hundred people repeated it. There is never any replacement for good, honest research.
You can trust us to ferret out the facts.
All of our written work is based on sound research.
A Few Things to Consider
If you’re thinking of putting information out there without getting your facts straight first:
Customers/readers may not be quite as willing to swallow nonsense as companies/writers are to inflict it upon them.
You may pass on someone else’s misinformation in error, but it is still misinformation, and you’re still responsible for passing it on.
Sameness won’t make you stand out. Repeating the same thing that every man and his dog has already said or written will result in you becoming one small voice in a large (potentially misinformed) crowd.
Wherever possible, we consult primary sources to ensure that the information we use is coming straight from the horse's mouth.
When we do use secondary sources, we carry out checks to make sure that they are accurate and reliable.
We do not use Wikipedia.
We do not use ChatGPT or any other AI bot to generate information (please see below).
Wherever possible, we include links or citations to information we use so that it can be verified.
Whenever possible, we check multiple sources.
Whilst factual accuracy is key, the content we create is always designed to increase audience engagement.
Why We Don't Use AI
You've probably heard all the hype about ChatGPT, about its abilities to put together accurate copy. Well, so did we, and we carried out our own research.
There are a few posts on our blog about the unreliability of ChatGPT. The titles give some idea as to our findings! Click on the titles below to read them.
ChatGPT Is Not as Clever as You Think; or, How to Write Like an Almost-Credible-Sounding Idiot
ChatGPT Is Set to Get a Heck of a Lot More Stupid
Would I Lie to You? - ChatGPT's Tenuous Relationship with Facts
English as a Second Language
If English is not your first language, and you need well-researched copy, we can help. We're all native English speakers here in the Word Ferret team, and we all have experience of working with non-native English speakers. We'll help you to communicate your message effectively and avoid embarrassing misunderstandings.